A monitor reads every new post it finds and decides whether it shows a reason to buy from you. The ones that do become signals, each labelled with one of three types.
The three types
| Type | Means | Example post |
|---|---|---|
| Trigger | Something happened that makes your product relevant now. Matches one of the ICP's buying triggers | "Thrilled to announce we're opening our fourth clinic in Austin" |
| Pain | The author describes a problem you solve. Matches one of the ICP's customer pains | "Third no-show this morning. There has to be a better way" |
| Intent | Clear buying intent that isn't one of the listed triggers or pains | "We're hiring our first SDR to build outbound from scratch" |
The label shows what it matched, in a few words from your ICP: Trigger: Opening a new location, Pain: High no-show rate.
What isn't a signal
Most posts aren't. A monitor leaves out posts that are:
- general thought leadership, motivation or industry commentary with no buying angle,
- job posts from recruiters, staffing agencies or job boards, rather than the hiring company itself,
- off-topic for your ICP, even if they contain your keywords.
They stay in the monitor's feed on the Monitors tab, so you can still browse them, but they don't reach your Signals inbox.
Where the types come from
Triggers and pains are the ones you wrote on the ICP, under What triggers a purchase and Customer pains. The better they describe what people really post about, the more precise the signals. See Add buying triggers and pains.
A monitor judging for your whole company uses the triggers and pains on your company profile. One with Custom instructions follows what you wrote there, for example Look for posts about scaling SDR teams. Use Improve with AI to tighten your instructions.
Filter by type
On the Signals tab, use All signal types to show only Trigger, Pain or Intent. Triggers are usually the most time-sensitive: reply while the news is fresh.
How to use each type
- Trigger: congratulate and connect it to what changes for them now. Timing is the point.
- Pain: add something useful to the conversation in a comment. Don't pitch in public.
- Intent: they're already looking. A short, direct DM can work, after a comment if you don't know them.
Judging costs nothing
Judging posts is free. If you edit an ICP's triggers or pains, signals from the last 7 days can be judged again for free with Re-judge on the ICP in Targeting.