The AI Workflow That Turns Missed Social Signals into Pipeline

Every GTM team is sitting on a pile of social engagement: profile views, comments, reactions, DMs, new followers, replies to a post. Almost none of it gets used well. Reps either ignore it, or they react to it with the same generic outreach they send everyone else.

The signals aren’t the problem. The problem is that they live outside the CRM, they carry no context, and nobody decides which ones actually deserve a human touch. The result is a lot of activity, little relevance, and no pipeline.

The Session:

Nick Zeckets has spent 25 years in revenue roles: SDR, AE, VP of Sales, Head of Revenue, product owner and CEO. He co-founded and exited two MarTech companies, including Air Traffic Control, and now runs Smoke Signals AI, a solo, HubSpot-native agency that builds signal-based programs for a capped number of customers. He is also Chief Signals Officer at Signal Beam. Nick publishes openly about what works and what doesn’t in GTM AI to his 9,000+ LinkedIn followers, and he is blunt that most of it is nonsense.

This session goes beyond demos. Nick walks through working workflows that turn social engagement into a prioritized outreach list: how signals are captured and scored, and how AI automation turns each one into a recommended next step, with a human making the final call.

Attendees leave knowing which social signals deserve a touch, which ones to ignore, and how to build the system inside the CRM they already use.

Audience Takeaways

A clear framework for which social engagement signals are worth acting on, and which are noise
A working method to score and rank signals so reps start the day with a prioritized list instead of an inbox
How to use AI to draft the next best step from full account context (CRM history, emails, call notes, recent social activity), with a human in the loop
How to keep the whole system native to the CRM so reps don’t live in five tools
Guidance on when AI-enabled outreach is worth the cost per lead, and when it isn’t

Meet the Presenters

Nick Zeckets, Founder at Smoke Signals AI, Chief Signals Officer at Signal Beam

Smoke Signals AI

Johan Abadie, CMO & GTM Ops

SalesIntel