When it fires
An account's website traffic rises or falls sharply against its own trend, crossing a set threshold.
How the play runs
Flag the change. Breakout shows the account and how far traffic moved.
Find out why. Check for a launch, campaign or problem that explains the change.
Reach out by email and LinkedIn. Reach the team responsible with a note about their situation.
What the outreach should do
Reference what changed, not just the number.
Offer help that fits a surge or a decline.
Ask a question rather than pitching.
Why it works
Momentum changes are moments of decision. A surge brings new demand to handle, and a decline brings a problem to fix. Either way, the people responsible are paying attention right now.
Make it stronger
Pair it with AI research on product launches to explain a surge before you reach out.
What you need
Target accounts in your workspace
Personas defined
