Check 1 / 5
ICP fit
Evidence: Size, industry, geography, business model and product compatibility.
0 — Not substantiated
Poorly matched or unknown
1 — Needs review
Partial fit with gaps
2 — Verified
Clear fit to agreed ICP
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Before you write the email, score the reason to send it.
A B2B buying signal is more than something true about an account. This practical five-part rubric helps revenue teams decide whether a real change merits outreach. It is a decision aid, not a predictive intent score or a substitute for consent and lawful outreach.
0–3
Do not contact on this signal
Research is missing, event is irrelevant or ICP match is poor.
4–7
Validate before outreach
Resolve weak evidence, ownership and timing. Do not automate around uncertainty.
8–10
Consider an approved message
Only after suppression, lawful-basis, channel and human-approval checks.
The five checks
Give each item 0, 1 or 2 points. The numbers are an editorial decision framework, not empirically validated conversion probabilities.
Check 2 / 5
Change and recency
Evidence: Dated primary-source event rather than an evergreen company fact.
0 — Not substantiated
No material dated change
1 — Needs review
Possible but weak change
2 — Verified
Recent, material change verified
Check 3 / 5
Commercial consequence
Evidence: Specific operational, revenue or risk consequence related to the offer.
0 — Not substantiated
No relevant consequence
1 — Needs review
Hypothetical consequence
2 — Verified
Credible and specific consequence
Check 4 / 5
Responsible buyer
Evidence: Role or department likely to own the issue and next decision.
0 — Not substantiated
No plausible owner
1 — Needs review
Likely owner inferred
2 — Verified
Owner and role verified
Check 5 / 5
Source integrity
Evidence: First-party or reputable source, date and a documented uncertainty check.
0 — Not substantiated
Unsupported or outdated
1 — Needs review
Secondary source or gaps
2 — Verified
Primary source and limitations recorded
Example: a hiring announcement is not enough
An account publishes an engineering hiring post. That may be a personalization fact, but it only becomes an outreach-worthy signal when its timing, relevance to your offering, consequences and responsible owner are clear. Avoid claiming an expansion initiative unless the source establishes it.
Safety checks are separate from the score
A high score never overrides opt-out requests, suppression lists, privacy obligations, truthful claims or channel-specific platform rules. Confirm approval and a suitable contact route before communication. Record the source URL and observation date with every decision.
For further reading, see why a buying signal differs from a personalization fact and what to measure weekly.
Want the operating system behind the worksheet?
Veneris manages account research, approval-aware outreach, replies and meeting qualification as one coordinated process.
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