The Best Signal-Based B2B Software in the Netherlands and Europe

What is signal-based B2B software?

Signal-based B2B software detects events and behavioral patterns that can indicate commercial relevance. Those signals can include website visits, content engagement, LinkedIn activity, email engagement, job changes, company growth, funding events, hiring, advertising engagement, CRM activity and third-party intent.

But collecting signals is only the beginning. A good signal-based GTM strategy should ultimately help answer:

• • Does this company fit our ICP?
• • Which people are involved, and are they relevant buyer personas?
• • Is activity increasing?
• • Is a buying group or DMU becoming visible?
• • How strong is the buying momentum?
• • Should marketing or sales act, and what should happen next?

The Signal-Based GTM Tools Matrix

One of the easiest ways to understand the current market is to stop putting every signal platform into the same category. They aren't.

A useful framework is to look at two dimensions:

Platforms such as 6sense and Demandbase have historically approached intent and GTM heavily from an account perspective. Platforms such as UserGems and Common Room bring individual people and their activity much more prominently into the equation. Tools such as Clay give GTM teams enormous flexibility to build their own data, enrichment and activation workflows. And platforms such as Stairoids combine company and person-level signals with scoring, buying-group intelligence, prioritization and activation.

Platform-by-platform: Stairoids, 6sense, Demandbase & more

Stairoids: Signal-Based GTM Intelligence and Inreach

Stairoids is a Dutch Signal-Based GTM Intelligence platform built around a simple idea: don't just collect signals, understand who is moving and act on that momentum.

Stairoids continuously brings together signals around companies and people. These can include website activity, LinkedIn activity, engagement with people inside your organization, email and newsletter engagement, advertising activity, company events and other relevant GTM signals. Those signals are then interpreted within the context of your ICPs, buyer personas and decision-making units.

From individual signals to buying momentum

Stairoids uses its Intentional Wire Score (IWS) to dynamically score companies and people based on their signals, fit, relevance, timing and recency. Signals can lose relevance over time, new signals can increase momentum, and multiple relevant people becoming active can change the picture entirely.

The result is not simply another feed filled with activities. It is a continuously changing view of who deserves attention right now. The Rush Funnel then helps visualize organizations moving from Cold Start toward stronger states of buying momentum, while Sales Outreach helps teams see which people inside those organizations are relevant and why.

From intelligence to activation

This is where Stairoids moves beyond signal detection. The intelligence can be used to trigger actions across the GTM stack. A relevant signal, score, funnel stage or custom combination of filters can trigger actions through integrations, APIs, Zapier, MCP and automation platforms - adding someone to an outreach sequence, changing an advertising audience, updating the CRM, notifying sales or triggering another GTM workflow.

Best suited for: European B2B companies and agencies that want to combine company and person-level signals, identify buying momentum and activate marketing and sales from one GTM intelligence layer.

6sense: Enterprise Account-Based Revenue Intelligence

6sense is one of the established names in B2B intent and account-based marketing. The platform combines first-party and third-party intent, CRM and marketing automation data with predictive modeling, which is used to determine account buying stages and help revenue teams prioritize accounts. 6sense's intent score is updated daily and is designed to estimate the likelihood of an account opening an opportunity within the following 90 days.

6sense has also expanded well beyond simple intent detection, with account and contact fit models, persona intelligence, and advertising and activation capabilities - making it particularly relevant for larger organizations running sophisticated ABM and revenue marketing programs. The conceptual starting point, however, remains strongly connected to accounts, buying stages and account-based GTM.

Best suited for: larger B2B organizations running mature ABM programs that need predictive account intelligence, intent data and enterprise-scale activation.

Demandbase: Account-Based GTM and Intent Intelligence

Demandbase is another established platform in the account-based GTM category. Its approach combines account intelligence, intent and activation to help sales and marketing coordinate around target accounts.

That is an important evolution. Traditional ABM was largely about identifying and targeting the right accounts. Modern signal-based GTM increasingly asks what is actually happening inside those accounts. Demandbase describes its Account-Based Experience approach as using data and insights to orchestrate relevant marketing and sales actions throughout the B2B customer journey.

Best suited for: enterprise B2B organizations looking for an extensive account-based GTM, intent and activation platform.

UserGems: Person and Company Signals for Sales

UserGems is particularly interesting because it puts people much more prominently into signal-based selling. The platform distinguishes between people signals, such as past champions moving to another company, new hires, promotions and role changes, and company signals, such as funding, acquisitions, hiring momentum and other account-level changes.

UserGems has expanded this model further with signals around website visitors, ad engagement, email engagement, account intent and other first-party activities - making it an interesting example of the market moving away from purely account-level intent toward person + account intelligence.

Best suited for: sales organizations that want person-level events and account signals to determine who sales should engage and why.

Common Room: Person-Level GTM Intelligence

Common Room approaches the problem from another angle. It has become known for bringing together digital interactions and identifying the people and organizations behind them. For teams with buyers interacting across communities, social platforms, product environments and other digital channels, this can provide a much richer picture than CRM data alone.

This places Common Room relatively far toward the person-level intelligence side of the signal-based GTM landscape.

Best suited for: modern GTM teams that want to identify and understand people engaging across multiple digital channels.

Clay: Build Your Own Signal-Based GTM Engine

It is almost impossible to discuss modern GTM engineering without discussing Clay. Rather than primarily providing a predefined interpretation of buying momentum, Clay gives GTM teams the building blocks to construct sophisticated data and enrichment workflows themselves - combining data providers, enriching organizations and contacts, running AI research, creating scoring logic and triggering downstream workflows.

That flexibility has made it extremely popular among GTM engineers, RevOps professionals and advanced outbound teams. The key question Clay helps answer is often: how do we build the data and workflow required for this GTM motion? A signal intelligence platform approaches the problem somewhat differently: what is happening right now, what does it mean, and who should act?

Best suited for: GTM engineers and RevOps teams that want maximum flexibility in enrichment, research and workflow design.

Unify: Signals Meet Outbound Execution

Unify sits closer to the activation side of the landscape. Its approach connects signals with automated outbound workflows, helping teams turn events and intent into sales plays.

That addresses one of the biggest problems with intent data: a signal sitting inside a dashboard doesn't generate pipeline. Someone, or something, has to act on it. Platforms such as Unify therefore represent the convergence between signal detection and outbound execution.

Best suited for: outbound-focused revenue teams that want signals to automatically feed prospecting and sales workflows.

Factors.ai and Warmly: Website Intent Meets GTM Activation

Factors.ai and Warmly operate around an interesting part of the landscape where website activity, account identification, intent and activation increasingly overlap. Historically, website visitor identification answered a relatively simple question: which company visited our website? The newer generation of platforms attempts to make that information more actionable by combining it with account context, scoring, routing and sales workflows.

That makes this category particularly interesting for organizations with significant B2B website traffic. The important distinction remains whether the platform primarily identifies account activity or can connect that activity with the actual people and buying group behind it.

Best suited for: B2B teams that want to turn website activity and account intent into faster sales action.

Salesmotion: Trigger-Based Sales Intelligence

Salesmotion focuses on helping sales teams understand changes happening inside their target accounts. Company events and commercial triggers can provide sellers with context for why an account may suddenly become more relevant, which is particularly valuable in outbound motions where timing matters.

Instead of contacting an account simply because it matches a static list, a trigger gives sales a reason for why now might be more relevant than three months ago.

Best suited for: sales teams looking to prioritize accounts using company events and trigger-based intelligence.

Apollo: Prospecting Data with Signals

Apollo sits closer to the traditional prospecting and sales intelligence side of the market. Its core value is access to B2B company and contact data combined with prospecting and sales engagement capabilities, making it useful when the primary challenge is: who can we contact and how can we reach them?

Best suited for: sales teams that need a large prospecting database combined with sales engagement capabilities.

Dealfront: European Company and Website Intelligence

For European B2B companies, Dealfront deserves particular attention because of its European focus. Dealfront combines company intelligence with website visitor identification and sales intelligence, making it useful for organizations wanting to understand which companies fit their target market and which organizations are interacting with their website.

Website identification remains one of the most tangible forms of first-party intent, but it is also only one part of the buyer journey. The next step is understanding what else is happening around that organization and which actual people may be involved.

Best suited for: European sales teams looking for company intelligence and website-based intent.

What about Trigify?

Trigify would have belonged in this comparison until very recently. That changed in September 2026.

That is why we have not included Trigify as a standalone option in this comparison. The development is nevertheless noteworthy: Trigify says its team will bring its expertise in signals, data and context into HubSpot. It is another interesting sign of how strategically relevant signal intelligence is becoming within the broader GTM technology market.

Account-Level Intent vs. Person-Level Buying Signals

This may be the most important distinction when comparing these platforms.

Imagine Stairoids detects that Company X has visited your website several times. Useful. Now imagine you can also see that the company's Head of Sales interacted with your LinkedIn content, a second decision-maker viewed the LinkedIn profile of someone on your team, another relevant person engaged with your newsletter, the company fits your ICP, and several members of the expected DMU are simultaneously becoming active.

This is why the signal-based GTM market is increasingly moving from Account → Activity toward Account → People → Buying Group → Momentum → Action.

Signals Are Not the Same as Intent

This distinction is equally important. One pageview does not mean someone wants to buy. One LinkedIn like does not mean someone wants a demo. One email click doesn't mean there is a project. And one third-party intent signal doesn't automatically mean an account is in-market.

The value comes from context and combination:

• • Which signal happened, and who generated it?
• • Does that person match a relevant buyer persona?
• • Does the organization match your ICP?
• • What happened before, and are other people from the same organization active?
• • How recent are those signals, and is activity accelerating?

From Signal-Based GTM to GTM Inreach

This brings us to what we believe is the next evolution of the category: GTM Inreach.

Almost every B2B organization has an Outreach motion. Teams build lists, enrich contacts, launch sequences, run LinkedIn campaigns, deploy AI SDRs, call prospects, send emails. The underlying question is: who should we reach out to?

Your website is part of Inreach. Your LinkedIn ecosystem is part of Inreach. Email engagement can be part of Inreach. Advertising engagement can be part of Inreach. Your colleagues' networks can generate signals. Company events can provide context. And multiple people becoming active inside the same account can reveal an emerging buying group.

Why Your CRM Alone Isn't Enough

CRM remains essential. HubSpot, Salesforce, Pipedrive and other CRM platforms are where companies manage relationships, contacts, opportunities and commercial processes.

But CRM fundamentally works best when something is already known: a contact exists, a lead converted, a salesperson created an opportunity, an activity was logged.

Signal-based GTM moves further upstream. It tries to understand what is happening before the traditional sales process becomes visible. That means the future GTM architecture increasingly looks something like:

Rather than replacing CRM, signal intelligence makes the rest of the stack smarter.

The Rise of the GTM Intelligence Layer

Most B2B organizations already have plenty of technology: CRM, marketing automation, LinkedIn Ads, sales engagement, email marketing, enrichment, data providers, AI tools, automation.

The problem isn't necessarily that another tool is missing. What's missing is often the intelligence connecting those tools. Something needs to decide:

• • Who matters, and why now?
• • What changed?
• • Who inside the organization matters?
• • What should happen next?

Signal-Based B2B Software Comparison

Here is a simpler way to think about the different platforms covered in this article:

The right choice therefore depends on the problem you are trying to solve.

What Should European B2B Companies Look For?

For companies in the Netherlands and Europe, there are several additional considerations. GDPR and data retention matter. European company coverage matters. Integrations with the rest of your GTM stack matter.

But beyond those basics, we believe organizations should ask a more fundamental question:

• • If you don't know which companies visit your website, website identification can solve a very specific problem
• • If you need more contacts, a prospecting database can solve that problem
• • If you need sophisticated enrichment, a GTM engineering platform can solve that problem
• • If you run enterprise ABM, predictive account intent can solve another set of problems

So, What Is the Best Signal-Based B2B Software in Europe?

There isn't one platform that is the right choice for every use case. The market is too diverse for that.

• • 6sense and Demandbase provide extensive capabilities around enterprise account-based GTM and intent intelligence
• • UserGems brings people signals and company signals together for trigger-based selling
• • Common Room focuses heavily on understanding the people and organizations interacting across digital channels
• • Clay gives GTM engineers enormous freedom to construct custom data and enrichment workflows
• • Unify connects signals closely to outbound execution
• • Dealfront offers a particularly relevant proposition for European company and website intelligence

The choice depends on which layer of the problem you actually need to solve.

Frequently Asked Questions

The Future of B2B GTM Is Not More Data

For years, B2B technology has helped us collect more: more accounts, more contacts, more enrichment, more website data, more intent data, more activities, more dashboards, and now more AI.

But GTM teams don't necessarily need another million data points. They need to know which ten accounts matter today, which people inside those accounts matter, why something is happening now, and they need their GTM stack to respond.

That's Signal-Based GTM Intelligence. That's Inreach. And that's exactly the layer we're building with Stairoids.