See what changed
Track leadership moves, expansion, investment, new projects and sector-specific events across the companies that matter to you.
Commercial opportunity intelligence
Spot opportunities worth pursuing.
New Client helps professional and specialist B2B firms see where a relevant commercial opportunity may be emerging and decide what to do about it.
We track meaningful changes in the companies you want to work with, assess how each one relates to your offer and turn the strongest signals into a practical route to an informed conversation.
For firms with a defined B2B offer and companies or sectors they want to pursue.
Know where to focus before you start outreach.
Understand why it matters
Check the evidence and assess how each change relates to your offer, the likely business need and the people involved.
Decide what to do next
Prioritise the accounts that merit attention, identify who to approach and choose a relevant reason to start the conversation.
Illustrative use cases
See Signal Intelligence in practice.
Three fictional scenarios show how a company change becomes a useful commercial decision. The method is shared; the signals and next actions are specific to your market.
Capital projects
Get ahead of the specification.
For specialist suppliers and engineering firms that need to understand a project before the bid list is settled.
View example brief
Regulated financial services
Make a firm-level change useful.
For providers of compliance, governance and fund services that need a relevant reason to review an account.
View example brief
M&A origination
Start a better-informed owner conversation.
For advisers and investment teams looking for a timely, discreet route into a defined acquisition niche.
View example briefEvery example uses fictional companies and events. These are sample briefs, not client results.
Three ways to put opportunity insight to work.
Start with the decision you need to make. Scope, timing and fee are agreed for each client.
Growth Opportunity Diagnostic
See where your current commercial approach may be leaving opportunity on the table.
- A review of your offer, client acquisition, pipeline and follow-up
- A clear view of the commercial gaps that deserve attention
- A prioritised recommendation on where to focus next
- A practical action plan your team can use
A standalone review for firms that need clarity before choosing what to change or build.
Discuss a DiagnosticSignal Intelligence
See where a relevant commercial opportunity may be emerging.
- A working Signal Intelligence Tracker covering the agreed companies
- Checked sources, dates and an assessment of relevance to your offer
- Priority Opportunity Briefs showing what changed, why it may matter, who to approach and why
- A regular opportunity review to compare accounts and agree the next actions
A signal shows meaningful change, not proof of buying intent.
See three example opportunity briefs Discuss Signal IntelligenceMarketing B2B System
Turn priority signals into relevant outreach and informed conversations.
- Messaging aligned to the opportunity, buyer and account context
- Targeted outreach with clear team responsibilities
- Lead capture, qualification and consistent follow-up
- A practical view of activity, responses and next actions
- A written playbook and handover so your team can run and improve the system
The result is a practical route from signal to informed conversation, with a process your team can measure and improve.
Discuss a Marketing B2B SystemNot sure where to start? Book a 30-minute call. We will help you identify the most useful next decision, and tell you if none of these services fits.
Inside the brief
A clear route from evidence to action.
An alert is only a starting point. A useful brief helps your team decide whether an account deserves attention and what must be checked first.
01 / Observed
What changed?
The event, original source and date are visible so the claim can be checked.
02 / Interpreted
Why might it matter?
We connect the change to your offer without treating it as proof of demand.
03 / Unresolved
What is still unknown?
Incumbents, timing, buyer ownership and other gaps remain explicit.
04 / Action
What should happen next?
Your team decides who checks the account and whether to begin a conversation.
A signal shows change, not buying intent. The examples above show how this judgement changes by industry.
For firms that need better timing, not more noise.
New Client is designed for professional and specialist B2B firms with valuable expertise, a considered sales process and a clear idea of the clients or sectors they want to reach.
A good fit
- You have a defined offer and identifiable buyers
- The timing and context of an approach matter
- A small number of relevant opportunities can be commercially meaningful
- Your team can follow up on prioritised accounts
- You want judgement and context, not a generic lead list
Not a fit
- You want mass outreach without account research
- You want guaranteed appointments or sales
- You mainly need social media posting or one-off advertising
- Your offer and intended buyer are not yet defined
Led by Steve Talbot
Commercial judgement before marketing activity.
Steve Talbot spent about ten years at Unilever in brand management and commercial and customer strategy, across Home Care and Personal Care brands in South Africa and the Philippines. He now works from Dubai with professional and specialist B2B firms.
That experience shapes a practical approach: understand the commercial situation, decide what deserves attention, then build only the marketing activity needed to act on it.
Before we talk.
What is a commercial signal?
A commercial signal is a meaningful change at a company that may affect its priorities or need for outside support. Examples include leadership moves, expansion, investment, new projects, hiring activity and sector-specific events.
What do we receive from Signal Intelligence?
You receive a working Signal Intelligence Tracker covering the agreed companies, Priority Opportunity Briefs for accounts that merit attention and a regular review to decide where to focus and what to do next.
How do you decide whether a signal is relevant?
We consider the nature and timing of the change, how it relates to your offer, the likely business need and the people responsible. Your team makes the final decision on whether to pursue the account.
Does a signal prove buying intent?
No. A signal shows that something relevant has changed. It helps identify where closer attention or a timely conversation may be justified, but it does not prove buying intent.
What does the Marketing B2B System include?
The exact system depends on your team and existing setup. It can include messaging, outreach, lead capture, qualification, follow-up workflows, customer database tracking, reporting and a practical operating playbook.
Where does the Growth Opportunity Diagnostic fit?
It is a standalone review for firms that need to understand where opportunity is being lost before choosing a service or making changes. You receive a prioritised recommendation and a practical action plan.
Do we have to use every service?
No. We agree the right starting point based on what you already have and the commercial decision you need to make.
How is the scope agreed?
The scope depends on the companies or sectors being monitored, the research cadence and the marketing system your team needs. We agree the work, outputs, timing and fee in writing before starting.
Do you use AI?
We use AI tools to support research and drafting. A person checks the source information and makes the commercial assessment before anything reaches you.
What stays with us?
The account intelligence, messaging, assets, workflows and playbooks produced for your business remain available to your team, subject to any third-party software subscriptions.
See where the next relevant opportunity may be emerging.
Bring your offer, target market and the companies or sectors you want to reach. We will discuss what signals matter, how they could be assessed and what a practical route to action could look like.