Signal	What it means
Active seats increasing	Expansion within the account — outreach opportunity
Feature adoption (new features used)	Product engagement deepening — good for expansion talk
Login frequency spike	Increased engagement — follow up to understand why
Login frequency drop	Risk of disengagement or churn — proactive outreach needed
Trial started	Active evaluation — time-sensitive, prioritize
Trial nearing expiry	Decision point approaching — immediate action
Support tickets opened	Potential friction — check for patterns

Signal	What it means
New community post	Actively engaged, has a question or idea
Reply / reaction to post	Community participation
Forum thread started	Seeking help or sharing feedback — can engage directly
Documentation viewed (specific page)	Researching a specific feature — high value if tied to expansion area
Event registration/attendance	Strong engagement and intent signal

Signal	What it means
Hiring for relevant roles	Growing team, budget exists
Funding announced	New budget likely available — reach out congratulating
Company news / press mention	Good hook for outreach
Tech stack change	May need new integrations
Competitive product removed from stack	Window of opportunity — very high priority
Website activity spike	Active research phase

Signal	What it means
Recent meeting logged	Active relationship — context available
No meeting in 90+ days	Relationship cooling — check in
Open opportunity in CRM	Active deal — coordinate with AE
Champion job change	Relationship risk or opportunity

Recency matters most. A signal from yesterday far outweighs one from 6 months ago. Always note timestamps.
Signal clusters > single signals. Multiple signals in the same direction are much stronger than any individual one.
Absence of signals is a signal. Minimal usage + no community engagement at a paid account = risk indicator.
Contextualize against account stage. Trial: conversion signals dominate. Mature customer: expansion and churn-risk. Prospect: intent signals are paramount.