Executive Summary
This document defines the naming strategy for Smartbound's Custom Signal Engine offering. It covers company name, service line names, feature names, methodology naming, and competitive naming considerations. Names should reinforce positioning as the "custom signal engine" provider.
1. Company Name
Decision: Keep "Smartbound"
Rationale:
- Brand equity exists (clients, partnerships, referrals)
- Name is distinctive and ownable
- "Smart" + "Bound" still works with signal positioning (smart prospecting, bound for target)
- No need to rebuild brand recognition from scratch
If Future Rebrand Considered:
- Only if acquiring significant funding or pivoting entirely
- Current name does not block signal engine positioning
2. Service Line Naming
Primary Service: Custom Signal Engine
Name: Custom Signal Engine
Rationale:
- Descriptive: Immediately conveys what it is
- Ownable: No competitor uses this exact phrase
- Category-defining: Positions us as creators of the category
- Memorable: Three words, clear meaning
Alternatives Considered:
| Name | Pros | Cons | Decision |
|---|
| Custom Signal Engine | Descriptive, ownable, category-defining | Slightly technical | SELECTED |
| Signal Engine | Shorter | Less differentiated, could be claimed by Clay | Rejected |
| Custom Signal Feed | Clear | Sounds like data product, not system | Rejected |
| Bespoke Signal System | Premium feel | Too fancy, harder to say | Rejected |
| Signal Intelligence Engine | Comprehensive | Too long | Rejected |
Service Tiers
| Tier | Name | Price | Description |
|---|
| Tier 1 | Custom Signal Engine | $2,000/mo | Core service — weekly prospect feed |
| Tier 2 | Managed Outreach | +$1,500/mo | We send the emails on your behalf |
| Tier 3 | Signal Engine Build | $6-8K one-time | We build it in your Clay, you own it |
Naming Notes:
- Tier 1: "Custom Signal Engine" is the core offering name
- Tier 2: "Managed Outreach" clearly describes the add-on
- Tier 3: "Signal Engine Build" clarifies one-time vs. ongoing
Alternative Tier Names Considered
| Option | Tier 1 | Tier 2 | Tier 3 | Decision |
|---|
| A | Signal Feed | Signal Outreach | Signal Build | Less premium |
| B | Core | Managed | Enterprise | Generic |
| C | Custom Signal Engine | Managed Outreach | Signal Engine Build | SELECTED |
3. Feature / Component Naming
Signal Card Components
Each delivered prospect includes:
| Component | Name | Description |
|---|
| The Signal | Signal Event | What happened (from primary source) |
| The So-What | Signal Impact | Why it matters, creates urgency |
| The Angle | Outreach Angle | How to approach, suggested opening |
| Contacts | Decision-Maker Contacts | Who to reach, verified info |
Why These Names:
- "Signal Event" — Action-oriented, sounds like something that happened
- "Signal Impact" — Business-focused, emphasizes value
- "Outreach Angle" — Actionable, tells rep what to do
- "Decision-Maker Contacts" — Clarifies these are key people, not just any contacts
Service Features
| Feature | Name | Description |
|---|
| Primary source monitoring | Primary Source Tracking | We go to gov filings, not aggregators |
| Weekly delivery | Weekly Signal Feed | Monday delivery, CRM-ready |
| Customization | Bespoke Signal Design | Every engine built for your market |
| Improvement loop | Compounding Intelligence | Gets better every month |
Alternative Names Considered:
| Feature | Option A | Option B | Selected |
|---|
| Primary source monitoring | Primary Source Tracking | Deep Signal Mining | A (clearer) |
| Weekly delivery | Weekly Signal Feed | Signal Delivery | A (more descriptive) |
| Customization | Bespoke Signal Design | Custom Engine Build | A (premium) |
| Improvement loop | Compounding Intelligence | Signal Optimization | A (unique, ownable) |
4. Methodology Naming
Current Name: PVP (Permissionless Value Proposition)
Problem with Current Name:
- Internal-facing, not client-friendly
- "Permissionless" is jargon
- Doesn't connect to "signals" language
- Needs external, marketable name
Recommended Name: Pain-Qualified Prospecting
Name: Pain-Qualified Prospecting
Short Form: PQP
Rationale:
- "Pain-Qualified" connects directly to signal positioning
- "Prospecting" describes the activity
- More accessible than "Permissionless Value Proposition"
- Still has acronym (PQP) for internal use
Alternative Names Considered:
| Name | Pros | Cons | Decision |
|---|
| Pain-Qualified Prospecting (PQP) | Clear, connects to signals | New acronym to learn | SELECTED |
| Signal-Based Prospecting | Trend-aligned | Generic, not ownable | Rejected |
| Pain Signal Methodology | Technical accuracy | Too long | Rejected |
| Smartbound Signal Methodology | Brand-connected | Doesn't describe process | Rejected |
| Keep PVP | No change needed | Not client-facing | Rejected |
Internal vs. External Naming
| Context | Name |
|---|
| Client-facing marketing | "Custom Signal Engine" (the product) |
| Client-facing methodology | "Pain-Qualified Prospecting" (the approach) |
| Internal documentation | PVP or PQP (shorthand) |
| Process stages | PQS Stages 1-5 (keep existing) |
5. Vertical Naming
Vertical Signal Products (Future)
If we develop productized vertical offerings:
| Vertical | Product Name | Description |
|---|
| Healthcare / Clinical Trials | Clinical Trial Signal Engine | Pre-built for trial sponsors |
| Fintech | Financial Services Signal Engine | Regulatory signals focus |
| Construction | Construction Signal Engine | Permit + safety signals |
| Cybersecurity | Security Signal Engine | Breach + compliance signals |
Naming Convention:
- "[Vertical] Signal Engine"
- Not "Smartbound for [Vertical]" (positions as feature)
- Not "[Vertical] Intelligence" (too generic)
6. Competitive Naming Strategy
How to Name Our Category
Category Name: Custom Signal Engine
Category Definition:
A managed service that builds bespoke monitoring systems for sales teams, identifying prospects with specific, verifiable pain signals from primary data sources.
Why "Custom Signal Engine":
| Word | Purpose |
|---|
| Custom | Differentiates from catalog signals (Autobound) |
| Signal | Aligns with market language (signal-based GTM) |
| Engine | Implies system, not just data; ongoing value |
How to Name Competitors
| Competitor | Our Category Name for Them | Usage |
|---|
| Clay | Signal Platform | "Clay is a signal platform for DIY builders" |
| Autobound | Signal Catalog | "Autobound sells signals from a catalog" |
| SalesIntel | Signal Database | "SalesIntel is a signal database provider" |
| 6sense/Bombora | Intent Data Provider | "6sense is an intent data provider" |
Naming Strategy:
- Don't misrepresent competitors
- Use category names that highlight our differentiation
- "Catalog" vs. "Custom" is the key contrast
7. Internal Naming Conventions
File Naming
| Type | Convention | Example |
|---|
| Client files | [client]-signal-engine-YYYY-MM | acme-signal-engine-2026-02 |
| Prospect cards | [company]-[date]-[signal-type] | acme-20260223-trial-enrollment |
| Reports | [client]-report-YYYY-MM-DD | acme-report-2026-02-15 |
Internal Terminology
| Term | Definition |
|---|
| Signal Engine | The full monitoring system for a client |
| Signal Event | A specific occurrence that triggers a prospect |
| Signal Card | One delivered prospect with all components |
| Signal Type | Category of signals (e.g., trial enrollment, permit filing) |
| Signal Source | Where data comes from (e.g., ClinicalTrials.gov) |
| Signal Feed | Weekly delivery of signal cards |
| Primary Source | Original data source (gov database, filing) |
| Aggregator | Third-party database (Apollo, ZoomInfo) |
8. Naming Do's and Don'ts
Do
| Do | Example |
|---|
| Use "Custom Signal Engine" consistently | Homepage, sales, marketing |
| Emphasize "custom" and "primary sources" | "Custom-built from primary sources" |
| Name competitors by category | "Signal catalog providers like Autobound" |
| Use vertical naming for specialization | "Clinical Trial Signal Engine" |
Don't
| Don't | Instead |
|---|
| Use "PVP" client-facing | Use "Pain-Qualified Prospecting" or just describe the approach |
| Call it "data" | It's "intelligence" or "signals" |
| Use generic names | "Signal Feed" vs. "Custom Signal Engine" |
| Invent jargon | "Signalification" or similar made-up terms |
9. Naming Approval Matrix
| Name Type | Who Approves | Update Frequency |
|---|
| Company name | Devon + Kevin | Rarely |
| Service line names | Devon + Kevin | Annual review |
| Feature names | Devon | As needed |
| Methodology name | Devon + Kevin | Set once |
| Competitive category names | Strategy | Quarterly review |
| Internal terminology | Devon | As needed |
10. Implementation Checklist
Immediate (Rebrand Launch)
- [ ] Update website to use "Custom Signal Engine"
- [ ] Update sales collateral with new service names
- [ ] Update LinkedIn profiles with new positioning
- [ ] Update internal docs with consistent terminology
- [ ] Create naming reference doc for team
Ongoing
- [ ] Monitor for competitive naming shifts
- [ ] Track if "Custom Signal Engine" gains market recognition
- [ ] Gather feedback on name clarity from prospects
- [ ] Update naming if expanding to new verticals
11. Summary
| Category | Name |
|---|
| Company | Smartbound (unchanged) |
| Core Service | Custom Signal Engine |
| Tier 2 | Managed Outreach |
| Tier 3 | Signal Engine Build |
| Methodology (external) | Pain-Qualified Prospecting |
| Methodology (internal) | PQP |
| Category we own | Custom Signal Engine |
| Competitor category | Signal Platform / Signal Catalog |
This naming strategy should be applied consistently across all touchpoints. Update as the brand evolves.