Update README.md (#21206)

Adding warm-up actions and discovering intent signals to handbook

---------

Co-authored-by: Sam Pfluger <108141731+Sampfluger88@users.noreply.github.com>

handbook/demand/README.md

@@ -58,6 +58,49 @@ To propose an ad, or a change to an ad:
 7. Create a calendar reminder to check ad performance two weeks from the date changes were made.
 
 
+### Measure intent signals
+
+Intent signals help measure an individual's current level of engagement with the Fleet brand. Use the following steps to decide if:  
+
+(a) A contact and/or account needs to be created/updated. 
+
+(b) An account should be prioritized for [manual research](https://fleetdm.com/handbook/demand#research-an-account).
+
+(c) An account/contact would benefit from a sales conversation.
+
+(in order of how worthwhile it is to spend time looking at the intent signal)
+
+1. Accounts currently assigned to reps (i.e. pipeline + stage0 + pre-pipeline IQMs).
+2. Accounts with trending psychological progression (as measured by fleetdm.com website signups (i.e. new contacts ± contacts that have increased their psystage to a certain point).
+3. Accounts that fleeties have suggested to go after in ABM maneuver sheet.
+4. [MacAdmins Slack traffic](https://macadmins.slack.com/archives/C0214NELAE7/p1722561481530559) in the #fleet AND #osquery channels (channel joins, posts, reactions, thread replies, thread reactions).
+5. [LinkedIn page follows](https://www.linkedin.com/company/71111416/admin/analytics/followers/).
+6. [GitHub stars to fleetdm/fleet](https://github.com/fleetdm/fleet/stargazers) from non-fleeties.
+
+
+### Research an account
+
+Follow these steps to research an account and move it toward sales-readiness **after** discovering [relevant intent signals](https://fleetdm.com/handbook/demand#measure-intent-signals).
+
+1. Create the account in SalesForce if it doesn't already exist.
+2. Update any incorrect, mistagged, or incomplete contacts already on the account and merge any duplicates that are found. Verify the following data is current for each existing contact:
+  - "Title"
+  - "Role"
+  - "Primary buying situation" 
+  - "LinkedIn"
+  - "Psychological stage" 
+  - "intent signals" 
+3. If you any reason that the account organization wouldn't benefit from a relationship with Fleet, change the "Type" to "Distraction" stop here. If you haven't disqualified the account at this point, update the "Marketing stage" to "Research-ready". 
+After an account is marked "[Research-ready](https://fleetdm.lightning.force.com/lightning/r/Report/00OUG000001LerV2AS/view?queryScope=userFolders)".
+
+1. Research missing contacts and add them to salesforce if they are real by using the [ABM maneuvers spreadsheet](https://docs.google.com/spreadsheets/d/1ijtBKTjPg_AodnKEZY0ivia70ttDR3VMURT8rpYwYiw/edit?gid=0#gid=0) to generate a Sales Nav search. Make sure they have "role", "buying situation", "linkedinUrl", "psychological stage", "intent signals" completely filled out and correct.
+2. For "Contact source" for any new contacts, use "Manual research".
+3. Rank the account in terms of closability and fit based on what we see from it and its contacts. Mark any account that is not a fit as "Distraction" instead of "Prospect".
+4. Research and discover mutual connections between fleeties and Mac admin community members within those contacts to help determine fit.
+5. Check Snitcher activity for the account and the psystages of its contacts in Salesforce.
+6. Update the "marketing stage" AND "type" accordingly (qualify or disqualify based on whether the contacts look good). Start running ABM ads on the account if moving it to "Ads running" for a total of 60 days otherwise, stop them if moving it out of "Ads running".
+
+
 ### Promote a post on LinkedIn
 
 1. Create a classic campaign under ["Experiments"](https://www.linkedin.com/campaignmanager/accounts/509911695/campaigns?campaignGroupIds=%5B678398233%5D) following the YYYY-MM-DD.buying-situation - ad description with a goal of website visits or engagement to run for two weeks.

handbook/demand/demand.rituals.yml

@@ -57,6 +57,20 @@
   description: "Every release cycle, upload the ☁️🌈 Sprint demos video to YouTube"
   moreInfoUrl: "https://fleetdm.com/handbook/demand#upload-to-youtube"
   dri: "Drew-P-drawers"
+- 
+  task: "Measure intent signals"
+  startedOn: "2024-08-09"
+  frequency: "Daily"
+  description: "Measure intent signals and update SalesForce"
+  moreInfoUrl: "https://fleetdm.com/handbook/demand#measure-intent-signals"
+  dri: "Drew-P-drawers"
+- 
+  task: "Research accounts"
+  startedOn: "2024-08-09"
+  frequency: "Daily"
+  description: "Research SalesForce accounts and begin ABM ads"
+  moreInfoUrl: "https://fleetdm.com/handbook/demand#warm-up-actions"
+  dri: "Drew-P-drawers"
 # -
 #   task: "Propose a fleet event"
 #   startedOn: "2023-10-02"