Account-based marketing signals

Timing is everything in ABM

Account-based marketing works when you reach the right account at the right time with the right message. Two out of three isn't enough. An account that's not ready ignores your campaign. An account that was ready last month has already chosen a competitor.

The challenge is knowing when an account is in-market. Traditional intent data helps but only captures a fraction of the picture — web visits and content downloads. It misses the signals happening inside your own product and support channels.

"We were spraying and praying with ABM. Propane showed us which accounts were actually heating up — more logins, expansion chatter in support — and we cut our list by 60% while doubling conversion." — ABM Manager, Enterprise software

How Propane surfaces buying signals

Propane identifies accounts showing intent through a combination of first-party signals: increased product usage, more stakeholders logging in, specific feature requests, expansion conversations in support, and positive sentiment trends.

First-party intent signals

Your own data is more reliable than third-party intent. When an account starts exploring advanced features, invites new team members, or asks about pricing tiers in a support conversation, those are high-confidence buying signals.

Multi-stakeholder engagement

Enterprise deals involve multiple stakeholders. Propane tracks engagement across all contacts at an account — when more people start using the product or engaging with support, the account is heating up.

Targeting with precision

With Propane's signals, ABM teams can build campaigns that reach accounts at exactly the right moment. The messaging can reference the specific capabilities the account has been exploring, making outreach feel relevant rather than generic.

Campaign trigger automation

Set up triggers based on Propane's signals — when an account crosses a readiness threshold, automatically enroll them in a targeted campaign. No manual list-building required.

Who uses this

ABM teams targeting expansion and upsell within existing accounts. Demand gen teams identifying the best accounts for outbound campaigns. Sales teams prioritizing which accounts to pursue.