Cold lists are dead. Smart reps follow intent signals instead – tracking prospects who visit pricing pages, download content, and research competitors. Result: 3x higher response rates, 18% shorter sales cycles, and conversations with people who actually want to buy.
Your manager just dropped another “hot” list on your desk. 5,000 names, fresh from the marketing department. You know what happens next: you’ll burn through half of it chasing dead emails and disconnected numbers, while the other half hangs up before you finish your opener.
Meanwhile, some prospect you’ve never heard of is on your company website right now, checking out pricing, downloading case studies, maybe even looking at your competitors. But they’re not on your list.
Sound familiar? Most of us have been grinding through cold lists for years while real buyers slip through our fingers. The reps who consistently hit quota figured out something the rest of us missed: stop chasing random names and start chasing intent.
Why cold lists don’t really work
You call 100 numbers and reach maybe 20 people. Half of those hung up during your intro. The other half weren’t remotely interested but were too polite to hang up immediately.
The contact data is garbage. People change jobs, companies get acquired, email domains switch. By the time you get the list, a third of it is already worthless.
There’s no context. You have no idea if they need what you’re selling, have budget, or even know your category exists. You’re literally throwing darts blindfolded.
But here’s what really stings: while you’re dialing through these random names, qualified prospects are out there actively researching solutions. They’re visiting websites, downloading guides, comparing vendors. They want to buy something, but they’re not talking to you because you don’t know they exist.
What prospects are actually doing
Every buyer leaves tracks. They hit your website, check out your competitors, download your content, post jobs that scream “we need help with X.” These aren’t mysteries. They’re buying signals sitting in plain sight.
When someone visits your pricing page three times this week, that’s not casual browsing. When they download your ROI calculator, they’re not just killing time. When their company posts a job for “Sales Operations Manager,” they’re probably evaluating new sales tools.
Smart reps started paying attention to this stuff instead of hoping their next cold call would hit pay dirt. Instead of interrupting random people’s days, they started reaching out to people who were already shopping.
Why intent data works better
When you call someone who’s been researching your space, the conversation is completely different. Instead of spending five minutes explaining why they should care, you’re jumping straight into how you can help.
Your response rates go through the roof because you’re not asking “Are you interested?” You already know they are. Sales cycles shrink because they’re not starting from zero. And honestly, you feel way less like a pest because you’re helping someone who actually wants help.
The numbers back this up. Teams using intent data see 3x higher response rates and 18% shorter sales cycles. But you don’t need a study to tell you that warm prospects convert better than cold ones.
How we handle this at Lusha
Look, we’re not going to solve world hunger here (yet). But we did figure out how to stop the morning scramble for decent prospects.
Instead of handing you another random list, our Playlist Catalog combines verified contact data with actual buying signals. When you log in each morning, you see prospects who match your best customers AND are showing signs they might be ready to buy.
No more guessing who to prioritize. No more wondering if it’s a good time to reach out. The signals tell you who’s warm, our data tells you how to reach them, and you can actually start your day with qualified prospects instead of hoping to find some.
Switching mindsets
- Track what matters: Look at your last few deals. What were those prospects doing before they bought? Visiting specific pages? Downloading certain content? That’s your playbook for spotting similar prospects early.
- Move fast: Intent signals don’t last forever. Someone researching CRM systems today might sign with your competitor next week. When signals fire, you’ve got 48-72 hours max to capitalize.
- Skip the generic pitch: When you know someone’s been researching your space, don’t pretend you don’t. Reference the problem they’re solving. Share insights about what they’re looking at. Have a real conversation instead of delivering your standard deck.
- Quality over quantity: Would you rather have 10 great conversations with interested prospects or 50 mediocre calls with people who don’t care? Intent data lets you focus on the conversations that actually matter.
Reality check
Cold calling isn’t going anywhere, but cold lists are becoming a waste of time. While you’re grinding through random contacts, your competitors are having meaningful conversations with prospects who are actually in the market.
The buyers are out there, researching, comparing options, getting ready to make decisions. You can either find them while they’re interested, or keep playing the lottery with random phone numbers.
Reps who make this switch see immediate results. Better conversations, shorter cycles, higher close rates. More importantly, prospecting stops feeling like punishment and starts feeling like actual sales work.
Ready to stop wasting time on cold prospects? [Get your daily playlist of warm prospects →]
Intent Signals FAQ
Q: What intent signals actually matter?
A: Website visits to pricing/product pages, competitor research, content downloads, and job postings for roles related to your solution. Focus on behaviors that historically predict buying in your market.
Q: How fast do I need to move on these signals?
A: Speed kills. Most intent signals have a 48-72 hour sweet spot. After that, prospects have either moved forward with someone else or lost interest.
Q: Does this work for smaller deals?
A: Especially for smaller deals. When you’re working smaller opportunities, you can’t afford to waste time on unqualified prospects. Intent signals help you focus on people who are actually shopping.
Q: Can this integrate with my CRM?
A: Yes. Lusha plugs directly into most CRMs to automatically update records and flag opportunities when prospects show buying signals.
Q: What if my prospects don’t have much digital footprint?
A: Everyone leaves some tracks: website visits, social activity, news mentions, job postings. The key is knowing where to look and having systems that actually catch the signals that matter for your market.
Q: Can Lusha’s intent data integrate directly with our tools?
A: Yes. Lusha’s API and MCP enable verified data and buying signals to flow directly into your CRM, automation tools, or even AI workflows—so you can operationalize intent-driven prospecting at scale.
