RB2B and Signal-Based Sales: Why Right Time / Right Person Beats Volume

RB2B is a tool that hinges on data-driven lead generation. With RB2B, the traditional roles of seller and buyer are switched, and the buyer usually comes directly to the seller, usually demonstrating intent through a website visit or other engagement signals.

In B2B sales, companies can collect and analyze this data to identify potential leads for outbound sales.

Historically, RB2B has been driven by a volume-led approach – i.e., the more leads, the better your chances of converting them into sales. However, there has been a recent shift, with successful sales teams favoring multi-signal strategies instead.

And this is for good reason. Volume-based approaches to lead generation don’t generally yield good results. Plus, mass email campaigns can waste valuable resources and damage domain credibility.

In 2024, 85% of marketers want to increase the quality of their leads, armed with the knowledge that not all leads have equal value.

It’s time to put lead value above lead volume and optimize RB2B to elevate your outbound marketing to a smarter, more scalable level. In this article, we’ll explain how AI SDRs could be the solution.

How Does RB2B Work in Sales Outreach?

With RB2B, sales teams will detect and analyze website visitor information to pinpoint companies showing intent or interest in what they’re selling.

The methodology could be used to identify warm leads who have viewed specific products or pages, helping sales teams to better prioritize their outbound efforts.

For example, a SaaS company might utilize RB2B to identify visitors to its pricing page. They can then use this data to personalize outreach messages to offer custom pricing to companies or try to entice them with a one-time deal.

While RB2B is a foundational approach to sales outreach, it does have limitations. RB2B typically relies on website traffic, and smaller companies don’t often have the visitor numbers to make this sustainable or effective.

RB2B is best used as part of a larger signal-driven campaign rather than a standalone strategy. The most successful teams employ a 'quality over quantity' approach to lead generation and don’t just rely on one source of data.

The Limitations of Volume-Based Outreach in B2B Sales

As we’ve already touched on, there are some significant problems with RB2B strategies, especially when they’re volume-based.

Focusing too much on the number of leads generated rather than their engagement or readiness can be counter-productive, resulting in problems such as:

Declining Response Rates

Mass emails have higher unsubscribe rates because recipients don’t find them valuable or useful.

It’s best to approach sales emails with a ‘right person, right time’ mentality, ensuring that your messaging is both relevant and timely.

Mass-blast campaigns won’t yield results because they’re not personalized, and quite often they aren’t relevant, either. This kind of cold outreach will lead to nothing but declining response rates and could trigger spam filters.

Deliverability Issues

These days, company inboxes are packed full of sales emails, the majority of which won’t ever get read. But you won’t stand a chance of getting your message seen if it doesn’t get delivered in the first place.

Sending emails to as many leads as you can is not only spammy, but it could cause deliverability problems and even domain blacklisting.

Wasted Resources

Mass emails sent to an unfiltered audience are a waste of time because this approach has a very low conversion rate. 52% of customers say they’ll find somewhere else to go when their sales emails are not personalized, according to Salesforce.

By taking a generic approach, you’ll waste valuable time and resources on uninterested and unqualified leads.

Beyond RB2B: The Power of Multi-Signal Sales

Multi-signal sales is an approach that integrates and interprets multiple signals from prospects. These signals might be pieces of data that indicate a prospective customer’s behavior, intent or readiness to engage, helping you make better outreach decisions.

For example, a company visiting your website indicates interest in your product or service, showing willingness to engage.

In B2B sales, a multi-signal sales strategy may also include data sources like funding events, hiring trends or tech adoption to help you better understand your audience.

Company hiring trends will tell you when they are scaling or changing operational priorities and therefore needing additional tools or services.

Being aware of funding rounds will help you identify stages of readiness by businesses that may want to invest in your products.

By collecting and analyzing these signals, you can adopt a more personalized, data-driven and targeted approach to your outbound sales. This is especially useful for smaller companies and startups who don’t have the web traffic for volume-based RB2B strategies.

AI SDRs and Micro Campaigns

Instead of sending mass emails to non-targeted leads, you might find that breaking your strategy down into micro campaigns based on specific signal combinations will lead to higher engagement and response rates.

This way, you can focus your efforts on more targeted, personalized outreach. This approach will enhance your domain credibility, particularly when you’re just starting out or warming up your inboxes, as well as reduce the risk of spam complaints and undelivered mail.

AI tools will of course help you automate this process, boost efficiency and improve targeting, but many companies worry that relying too heavily on AI will dilute their branding and make them sound robotic. Topo’s AI SDRs are the perfect solution to this dilemma.

Introducing Topo’s AI SDRs for RB2B Campaigns

Unlike other AI sales solutions, Topo’s AI SDRs are trained according to industry, as well as on specific company documents and data. They’ll also learn with you the more you use them, helping you create hyper-personalized and targeted campaigns.

Crucially, our AI SDRs rely on a vital layer of human oversight, helping you leverage the power of your experience and insight. This ‘human in the loop’ approach helps you ensure quality control and allows you to add custom elements to your campaigns.

With Topo, you can automate the entire lead identification and outreach process for multiple campaigns at once. We also provide dynamic prioritization based on evolving signal data, combining RB2B insights with additional intent signals for a more complete lead picture.

Topo: Enhance RB2B for Better Outbound Results

RB2B is a valuable methodology, but won’t cut it in 2025 as a standalone approach.

Topo will add depth to your RB2B insights by layering signals like hiring and funding trends, helping you scale while preserving domain credibility and health.

A multi-signal approach will help you find and target the right leads at the right time through hyper-targeted and personalized emails.

If you want to modernize your outbound sales approach, integrating an RB2B methodology with Topo’s AI SDRs is the perfect, future-proof solution. Explore our features or book a free demo today to get started.