Detect job listings for positions that require competitor tech stack

Overview

Sona identifies expansion opportunities by monitoring job listings that mention competitor technologies, automatically qualifying these hiring signals against your ICP, and launching personalized outreach campaigns to decision-makers. This workflow captures companies at the perfect moment when they're investing in your category while using inferior solutions.

How it works:

Step 1: Build ICP segment and exclusion criteria

Under Workflows, create a Hiring Signal Outreach workflow. Define your target account parameters including company size and growth indicators (e.g., 500+ employees), industry vertical alignment (e.g., B2B SaaS), geographic market focus (e.g., US/Canada), and exclude accounts that don't fit your ideal profile or existing customer base.

Step 2: Spot relevant hiring signals

Sona continuously monitors job posting platforms and company career pages to detect positions that mention competitor tools or relevant skills, roles requiring specific technology expertise, hiring patterns indicating team expansion, and job descriptions suggesting technology migration or implementation projects. The system flags accounts showing these hiring signals.

Step 3: Identify and enrich decision-maker contacts

For companies with relevant hiring signals, Sona identifies key contacts including hiring managers for the posted positions, department heads and VPs overseeing the hiring, IT decision-makers and budget holders, and C-level executives involved in technology decisions. Contact information is enriched using CRM data, ZoomInfo, and other data sources.

Step 4: Automate personalized outreach sequences

Qualified contacts receive tailored outreach campaigns through your sales engagement platform featuring references to specific job postings and hiring needs, competitive comparisons highlighting your product's advantages, ROI calculations for switching from competitor solutions, and strategic timing around their hiring and implementation cycles. All interactions sync automatically to your CRM.

What you'll get:

• 50% higher response rates

  Outreach triggered by verified hiring signals drives stronger engagement by reaching prospects at the right moment. (LinkedIn, 2023 – B2B Insights Report)
• Shortened sales cycles

  Engaging companies when they’re actively investing in your category accelerates pipeline velocity. (Forrester, 2023 – Intent & Buying Signals Research)
• Competitive displacement opportunities

  Messaging tied to current hiring and adoption patterns creates entry points against entrenched competitors. (Gartner, 2023 – Technographics & Signal-Based Sales)
• Automated lead qualification

  Buying signals like hiring intent, investment patterns, and technology adoption can be integrated into automated workflows for scalable prospecting. (Salesforce, 2023 – State of Sales Report)