What is Pulse
Pulse monitors your target accounts for buying signals from outside your own data, such as hiring, funding, leadership changes, stack changes and strategic announcements, and adds them to Factors as account events.
You choose the segments to watch and the signals that matter to you. Pulse then scans for those signals, judges each one against your GTM profile, and surfaces the relevant ones on the account timeline, in segments, in reports and in alerts.
Setting up Pulse takes three steps:
Create your GTM profile so Pulse understands what you sell and who you sell to.
Configure Pulse on one or more segments: pick the signals to track and explain why each one matters.
Activate Pulse and start using the events across Factors.
Before you begin: create your GTM profile
Pulse needs a GTM profile before you can configure signals. The profile is the context Pulse uses to decide whether a news item, hire or announcement is relevant to your business, so a richer profile produces sharper signals.
Your GTM profile captures:
Section | What it captures | Example |
Company overview | Your company name and a short description of what you do, who you serve and why customers buy | "An AI-powered ABM and attribution platform for B2B GTM teams" |
Ideal Customer Profiles (ICPs) | Each distinct type of company you sell to, with a name and a short profile | "Mid-market B2B GTM teams seeking ABM" |
Personas | The roles you sell to within each ICP, with a name and a description of what they care about | "Demand generation leader running ABM and paid programs" |
Solutions | Each product or offering you sell, what it does, and which ICPs it serves | "Sales activation and workflow automation" |
Pain library | The problems you solve, each linked to the solutions that address it | "Sales teams lack timely context on account engagement" |
Competitors | The vendors you most often compete with | List of competitor names |
GTM notes | Anything else Pulse should know: positioning, priority markets, deal patterns | Free-form notes |
Tip: link every solution to its ICPs and every pain to its solutions. Pulse uses these links to connect a signal at an account to the product and pain it points to.
Set up Pulse
Once your GTM profile is saved, configure Pulse from Account configuration.
Go to Account configuration and open Pulse. Pulse shows as Inactive until you activate it.
Under Select Segments, choose the segments you want Pulse to monitor.
Under Signals to track, add the signals you want. Pick from the out-of-the-box signals below, or create a custom signal. The signals you add apply to every segment you selected.
For each signal, fill in Why it matters. Describe in a few sentences why this signal is relevant to your target accounts and which of your solutions it points to.
Activate Pulse.
After activation, the first run analyzes the previous 90 days of data for every account in the selected segments. After that, Pulse runs weekly or biweekly to pick up the latest signals.
Out-of-the-box signals
Factors includes eleven ready-to-use signals. Stack Changes and Workforce Trends are enabled on request; contact your Factors CSM to turn them on.
Signal | What Pulse tracks | Availability |
Hiring Signals | Open roles and recent hires across functions, focused on Senior Manager, VP and higher-level positions | Available |
Geographic Expansion | New offices, entry into new countries, or expansion within a country | Available |
Stack Changes | Adoption, replacement or churn of tools and platforms in any category | On request |
Funding & Investments | Funding rounds, debt or equity raises, mergers and acquisitions, and other major investments | Available |
Management Changes | New or departing executives and leaders at the C-level, VP or Head-of level | Available |
Workforce Trends | Department growth or shrinkage, new functions created, and workforce reductions | On request |
Executive Interviews | Podcasts, interviews or talks where executives discuss priorities, challenges or strategy | Available |
Key Initiatives | Announced strategic programs, transformations, investments or business priorities | Available |
Earnings & P&L Reports | Earnings announcements, financial commentary, guidance and investor updates | Available |
Awards & Recognition | Industry awards, rankings, certifications and other recognition | Available |
Press Releases | Official company announcements that don't fit a more specific signal | Available |
Custom signals and writing Why it matters
If a buying trigger isn't covered by the built-in list, add it as a custom signal. Give it a clear name and a Why it matters description, and Pulse will look for it alongside the others. Examples of custom signals teams track:
AI Strategy Announcements
Data Privacy & Compliance Initiatives
Cloud Migration & Infrastructure Changes
Competitor Deployment (an account adopting a competing product)
Mergers & Acquisitions
Marketing Team Expansion
Why it matters is the most important field in the setup. Pulse uses it to judge which events are worth surfacing, so a vague description returns noisy results and a specific one returns relevant ones. A good description:
Names the specific roles, tools, events or keywords that count, for example "VP Marketing, Head of Demand Gen or RevOps hires" rather than "marketing hires".
Explains why the signal points to a buying need for your target accounts.
Names the solution or pain from your GTM profile that the signal maps to.
Holds true for every segment you selected, since one set of signals applies to all of them.
Example Why it matters for Hiring Signals:
Accounts hiring a VP Marketing, Head of Demand Generation, ABM Manager or RevOps lead are building or rebuilding their pipeline engine. New leaders re-evaluate the stack in their first 90 days, which opens a window to position ABM, intent and attribution before tools are locked in.
Using Pulse events
Once Pulse is active, each detected signal becomes a Pulse event on the account. You can use these events anywhere you use other account activity in Factors:
Where | What you can do |
Account timeline | See Pulse events in context with website visits, ad engagement, CRM activity and intent, so reps know what changed and why it matters before reaching out  |
Segments | Filter or build segments on Pulse events, for example accounts in your ICP that raised funding or hired a new CMO in the last 30 days  |
Reports | Analyze Pulse events across accounts, for example which signals appear most often in accounts that later create pipeline  |
Alerts | Notify sales or marketing in Slack or Microsoft Teams when a target account shows a specific signal |
FAQs
Do I need a GTM profile to use Pulse?
Yes. Pulse uses your GTM profile to judge which signals are relevant, so you need to create one before configuring signals.
How far back does Pulse look?
The first run covers the previous 90 days. After that, Pulse runs monthly, weekly or biweekly depending upon your configuration to pick up new signals.
Can I track different signals for different segments?
No. The signals you configure, and their Why it matters descriptions, apply to every segment you select. We suggest setting up broad range of signals to ensure maximum coverage.
Why don't I see Stack Changes or Workforce Trends?
These two signals are enabled on request. Contact your Factors CSM to turn them on.
What if the signal I need isn't in the list?
Add a custom signal with a clear name and a specific Why it matters description.
I'm getting irrelevant events. What should I change?
Tighten the Why it matters description for that signal with specific roles, tools or keywords, and check that your GTM profile's ICPs, solutions and pains are up to date.