🤝 B2B Sales
Signal-Based B2B Outbound — A Sales Playbook for Turning Buying Signals into Qualified Meetings
The end of call-list dialing — a 4-hour hands-on workshop on reaching out with context only to accounts showing buying signals, and sweeping low-score leads to turn them into qualified meetings
⏱ Training hours4 hours
🏢 FormatOn-site delivery · Customized design
👤 InstructorJohn Kim
✅ Key outcomeYou leave that same day with four deliverables: your company's signal dictionary, message templates for each signal, a sequence trigger table, and a qualified-meeting metrics dashboard
Working a list from the top down no longer works. According to Salesforce State of Sales, 73% of buyers actively avoid sales reps who send irrelevant messages, and high-performing sales teams are 1.7 times more likely than low performers to use prospecting agents. This workshop shows how to use buying signals to identify accounts that are ready to buy now, and how to run sequences with timing and messages set for each signal type. Low-score leads that were too costly to work are screened first by an AI agent, so people can focus on conversations and meetings. Rather than just introducing overseas intent and visitor ID tools, the hands-on work centers on signals you can actually capture within Korean law — DART filings, Nara Marketplace (G2B) bids, job postings, and your own website behavior. When the session ends, each participant has a signal dictionary for their company, message templates for each signal, a sequence trigger table, and a qualified-meeting metrics dashboard.
💻 Start learning this topic with an online course →Who is this course for?
This course is for B2B sales, SDR, and inside sales staff and their managers, as well as sales teams in IT, manufacturing, and solutions. It is an especially good fit for teams whose meeting conversion rate stays flat no matter how many calls and emails they add, and for teams that let low-score leads pile up without acting on them.
What will you learn?
- Understand how intent data and visitor ID work, and identify the buying signals you can actually capture in Korea
- Design when to reach out for each signal type and what contextual message to send
- Set up a division of labor where a prospecting agent does the first sweep of low-score leads and people make the judgment calls
- Build the operating rules that let signals automatically start sequences, and the metrics for measuring qualified meetings
Curriculum
Module 1: Reading signals — identifying accounts that are 'ready to buy now' (approx. 50 min)
- The end of spray-and-pray — the collapse of outbound efficiency in numbers, and the shift to signal selling
- Three layers of signals — Fit (is this the right company?), Intent (are they looking now?), Engagement (have they responded to us?)
- How intent data works — 1st-party (your own web, email, webinars) vs. 3rd-party (consumption of external content)
- How visitor ID works and the reality in Korea — the match-rate limits of company-level IP identification, and why individual-level identification can't be used
- A map of the signals you can actually capture in Korea — DART filings (expansion, investment, acquisition), Nara Marketplace (G2B) bids, job postings (new roles), press releases, trade show participation, and repeat visits to your own pricing/case-study pages
- Hands-on: Build your company's signal dictionary — select 10 signals and rate their strength (high, medium, low)
Module 2: Approach timing by signal and designing contextual messages (about 60 min)
- A signal's shelf life — how long you have to reach out for each signal (24 hours, 1 week, 1 month)
- A message structure that puts “why now, why you” in the first sentence — signal → inferred challenge → evidence → light-touch offer
- The line between creepy and contextual messaging — why you shouldn't write 'I saw you visited our website'
- Channel mix by signal type — the order of email, phone, and LinkedIn
- Korean compliance — Information and Communications Network Act rules on sending promotional information · source-of-collection disclosure under the Personal Information Protection Act
- Lab: Write one first email and one call opening for each of 3 signal types · peer feedback
Module 3: How prospecting agents and people divide the work on low-score leads (about 60 min)
- Case study — how Salesforce used an SDR agent to sweep low-score leads that had been neglected due to cost, creating 3,200 sales opportunities in four months
- What to hand to the agent: account research, signal collection, first-pass triage and drafting
- What people should own end to end: prioritization, send approval, conversations and meetings
- Criteria for re-scoring low-score leads — rules for reviving accounts that score low but have a new signal
- Agent output review checklist — catching fabricated facts, outdated information, and sentences that miss the context
- Hands-on: Use AI to research signals for 5 accounts and draft tailored messages → a human reviews and decides whether to send
Module 4: Running signal-to-sequence triggers and measuring qualified meetings (about 50 min)
- Designing trigger rules — 'IF signal + Fit criteria THEN Sequence A,' prioritization when signals overlap, and preventing duplicate contact
- Designing sequences — number of steps and intervals, and branching for no response, engagement, and rejection
- Tool mapping — CRM and sales engagement tools (HubSpot, Salesforce, etc.) and alert automation, and how to start with the tools you already have
- Measuring 'qualified meetings', not just meeting counts — response rate by signal · meeting conversion rate · qualified meeting rate · opportunity conversion rate
- Signal quality review — see which signals actually led to revenue and refine the signal dictionary every month
- Hands-on: Draft your team's trigger table and a 30-day pilot plan
Tools used in this course
Expected results / After the course
- Leave the same day with four deliverables: your company’s signal dictionary, message templates for each signal, a sequence trigger table and a qualified-meeting metrics dashboard
- Start from buying signals, not contact volume, and build an outbound system that turns the same resources into more qualified meetings
- Get a framework where agents and people split up neglected low-score leads and turn them back into pipeline
About the instructor
John KimInstructor John Kim, author of “B2B Marketing Design” and CEO of Nanum ConsultingView profile →
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We tailor this course to your company
From diagnosis to execution — Nanum Consulting
FAQ
This course is for B2B sales, SDR, and inside sales staff and their managers, as well as sales teams in IT, manufacturing, and solutions. It is an especially good fit for teams whose meeting conversion rate stays flat no matter how many calls and emails they add, and for teams that let low-score leads pile up without acting on them.
If New Buyer Discovery covers 'who to target' and the Lead Monetization Workshop covers 'how to define and validate lead data,' this course focuses on the next step: an operating model where signals decide when to contact an account and what to say.
Yes. In Korea, public signals (disclosures, bids, job postings) combined with your own web and email engagement are enough to get started. We give you criteria for deciding whether to adopt paid tools after confirming their effect in a 30-day pilot.
Please bring a laptop, a list of 20–30 of your own target accounts (company names are enough), and one piece of your product introduction material. If you have no materials, the instructor will provide a practice scenario for IT and manufacturing.
Yes. We tailor the signal dictionary and hands-on scenarios to your industry and the CRM and sales tools you currently use. Extending to 6 hours adds more time for hands-on practice in each module and for actually building the sequences.
Signal-Based B2B Outbound — A Sales Playbook for Turning Buying Signals into Qualified Meetings
The end of call-list dialing — a 4-hour hands-on workshop on reaching out with context only to accounts showing buying signals, and sweeping low-score leads to turn them into qualified meetings
Training objectives
- Understand how intent data and visitor ID work, and identify the buying signals you can actually capture in Korea
- Design when to reach out for each signal type and what contextual message to send
- Set up a division of labor where a prospecting agent does the first sweep of low-score leads and people make the judgment calls
- Build the operating rules that let signals automatically start sequences, and the metrics for measuring qualified meetings
Expected results
- Leave the same day with four deliverables: your company’s signal dictionary, message templates for each signal, a sequence trigger table and a qualified-meeting metrics dashboard
- Start from buying signals, not contact volume, and build an outbound system that turns the same resources into more qualified meetings
- Get a framework where agents and people split up neglected low-score leads and turn them back into pipeline
Curriculum
Module 1Module 1: Reading signals — identifying accounts that are 'ready to buy now' (approx. 50 min)
- The end of spray-and-pray — the collapse of outbound efficiency in numbers, and the shift to signal selling
- Three layers of signals — Fit (is this the right company?), Intent (are they looking now?), Engagement (have they responded to us?)
- How intent data works — 1st-party (your own web, email, webinars) vs. 3rd-party (consumption of external content)
- How visitor ID works and the reality in Korea — the match-rate limits of company-level IP identification, and why individual-level identification can't be used
- A map of the signals you can actually capture in Korea — DART filings (expansion, investment, acquisition), Nara Marketplace (G2B) bids, job postings (new roles), press releases, trade show participation, and repeat visits to your own pricing/case-study pages
- Hands-on: Build your company's signal dictionary — select 10 signals and rate their strength (high, medium, low)
Module 2Module 2: Approach timing by signal and designing contextual messages (about 60 min)
- A signal's shelf life — how long you have to reach out for each signal (24 hours, 1 week, 1 month)
- A message structure that puts “why now, why you” in the first sentence — signal → inferred challenge → evidence → light-touch offer
- The line between creepy and contextual messaging — why you shouldn't write 'I saw you visited our website'
- Channel mix by signal type — the order of email, phone, and LinkedIn
- Korean compliance — Information and Communications Network Act rules on sending promotional information · source-of-collection disclosure under the Personal Information Protection Act
- Lab: Write one first email and one call opening for each of 3 signal types · peer feedback
Module 3Module 3: How prospecting agents and people divide the work on low-score leads (about 60 min)
- Case study — how Salesforce used an SDR agent to sweep low-score leads that had been neglected due to cost, creating 3,200 sales opportunities in four months
- What to hand to the agent: account research, signal collection, first-pass triage and drafting
- What people should own end to end: prioritization, send approval, conversations and meetings
- Criteria for re-scoring low-score leads — rules for reviving accounts that score low but have a new signal
- Agent output review checklist — catching fabricated facts, outdated information, and sentences that miss the context
- Hands-on: Use AI to research signals for 5 accounts and draft tailored messages → a human reviews and decides whether to send
Module 4Module 4: Running signal-to-sequence triggers and measuring qualified meetings (about 50 min)
- Designing trigger rules — 'IF signal + Fit criteria THEN Sequence A,' prioritization when signals overlap, and preventing duplicate contact
- Designing sequences — number of steps and intervals, and branching for no response, engagement, and rejection
- Tool mapping — CRM and sales engagement tools (HubSpot, Salesforce, etc.) and alert automation, and how to start with the tools you already have
- Measuring 'qualified meetings', not just meeting counts — response rate by signal · meeting conversion rate · qualified meeting rate · opportunity conversion rate
- Signal quality review — see which signals actually led to revenue and refine the signal dictionary every month
- Hands-on: Draft your team's trigger table and a 30-day pilot plan
About the instructor
John Kim, Lead Instructor
10 years in industry · 15 years teaching (3,000+ lectures)
Education
· MBA (advanced major: Marketing), Korea University Graduate School of Business (graduated)
· Sungkyunkwan University Consultant Program (completed)
· Sogang University Graduate School of Business, Short-Term MBA (completed)
· Seoul National University Lifelong Education Instructor Development Program (completed)
· Chung-Ang University, B.A. in English Language and Literature (graduated)
Experience
· Current: CEO, Nanum Consulting
· Formerly at Hyosung Corp., Daeduck Electronics and Shinhan Diamond: overseas assignments and strategic planning (10+ years)
· Current partner instructor, Expert Consulting
· Current: Partner instructor, PSI Consulting
· (Current) Partner instructor, Korea SMEs and Startups Agency and SME Training Institute
Credentials and publications
· Certified consultant
· Certified teacher
· Completed official IDEO Design Thinking training
· B2B Marketing Design (1 Apr 2025)
· The Chinese Diamond Tool Market: Present and Future (co-authored, Korea Tool Association)
· Battles That Changed History and Innovative Weapons (in progress)