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On-demand crawls · 34 left
Define · signal rules

What counts as a signal — and how much.

Two layers. Built-in signal types have a base importance score (0–100) that you tune. Custom rules let you define your own triggers: "when X happens within Y, fire signal Z with score N."

1
Built-in signal types
Six categories Mama detects out of the box. Tune importance to your team — these scores feed into ICP fit and brief ranking.
Funding
Funding events
Rounds raised, debt facilities, secondary, IPO — sourced from Crunchbase, SEC EDGAR, press releases.
78
Hiring
Hiring activity
Job posts from Lever, Greenhouse, LinkedIn, company careers pages. Role keyword config →
65
Tech
Tech stack changes
Adds / removes / upgrades — detected via Mama's 24/7 crawlers (script tags, job descriptions, privacy policies).
82
Exec
Exec moves
New hires / departures at VP+ level — LinkedIn announcements, company blog, press releases.
72
Launch
Product launches
Product Hunt, Hacker News front-page, company changelogs, RSS feeds, press wires.
55
Voice
Customer voice clusters
When ≥ N mentions of a theme appear across G2 / Reddit / HN / Trustpilot for one company. Threshold tunable per workspace.
60
2
Custom signal rules 9 active · 2 paused
Define your own triggers. IF / WITHIN / THEN. Custom signals stack on top of the built-ins — fire when conditions match, get added to the account's signal pile, contribute to ICP fit.
Data infra switch
When a target adds modern analytics + removes the legacy one — they're in the migration window and probably re-evaluating other adjacent tools too.
● Active
IF
tech stack adds AmplitudeORMixpanelORPostHog + add AND removes Google AnalyticsORHeap
WITHIN
30 days
THEN
fire ● DataInfraSwitch with score +30
Fired 42 times · last 30d Median ICP lift: +18 pts
Data team scaling
≥ 5 data engineering / analytics roles posted in 60 days. Signal that the team is investing in infrastructure they don't have yet.
● Active
IF
job posts with title matching Data EngineerAnalytics EngineerData PlatformML Platform + add keyword count ≥ 5
WITHIN
60 days
THEN
fire ● DataTeamScaling with score +25
Fired 68 times · last 30d Top-firing role: Data Engineer (38×)
Pricing fatigue
When a company's customers complain about pricing publicly — the budget conversation is open right now.
● Active
IF
G2 / Reddit / HN reviews mention pricingrenewalcontract with negative sentiment count ≥ 3
WITHIN
90 days
THEN
fire ● PricingFatigue with score +20
Fired 22 times · last 30d Top vendor flagged: Apollo (8×)
New revenue leader within 90d
New CRO / VP Sales / Head of Revenue → 90-day window where they're re-evaluating the stack and making purchases.
● Active
IF
exec change at title CROVP SalesHead of RevenueVP Revenue + add
WITHIN
90 days
THEN
fire ● NewRevLeader with score +28
Fired 14 times · last 30d Conversion lift: +34%
Competitor switch intent · Apollo → us
When someone publicly says they're looking for Apollo alternatives. Paused while we re-tune sentiment threshold.
○ Paused
IF
listening hub captures phrase Apollo alternativemoving off Apolloreplace Apollo linked to account ICP fit ≥ 70
WITHIN
30 days
THEN
fire ● CompSwitchApollo with score +35 + ping #sdr-hot-leads
Fired 4 times before pause Paused 3 days ago
Rule firing · last 7d

Across all 11 rules (built-in + custom).

2,184 total fires ↑ 38%
412 custom rule fires ↑ 22%
+18 pts median ICP lift / rule ↑ 4
Top firing · 7d
DataTeamScaling68
DataInfraSwitch42
PricingFatigue22
NewRevLeader14
Built-in: Hiring412
Built-in: Tech286
Start from a template

Pre-built rules used by other teams in your category.

PostFundingHiringSeries B+ AND ≥10 roles in 60d CompetitorPriceHikeVendor X mentions "renewal pricing" negatively CRMMigrationSalesforce + HubSpot both detected, one fading LayoffsRecoveryHiring resumes 60d after layoff event
Where rules fire

When a custom signal triggers, it:

  • Adds to the account's signal list (visible on brief)
  • Contributes its score to ICP fit (capped per rubric)
  • Optionally fires a Slack / email alert
  • Can auto-queue the brief for review