ASI™ / Defense & Space
Account Signal Intelligence
Account Signal Intelligence (ASI™) is the discipline of connecting the signals around an account with the industry it operates in. Joseph Bradley Watkins created it at Trihelix, and Refraction™ is the intelligence platform that puts it to work for defense and space companies.
01 / What it is
An account is part of an industry.
Most account lists stop at the company name. Account Signal Intelligence starts there and follows the relationships around it: the agencies it serves, the contracts and capabilities it holds, the incumbents and competitors near it, and the opportunities that may come next.
The goal is a shared view. Capture teams and marketing teams look at the same account through the lens of their own work, so both can see why it matters and what has changed.
02 / Origin
Created at Trihelix.
Joseph Bradley Watkins created Account Signal Intelligence at Trihelix to connect the signals around an account with the industry it operates in. He built Trihelix around a problem shared by capture and marketing: the information each team needs often sits somewhere the other cannot see.
Account Signal Intelligence™ and ASI™ are Trihelix trademarks. Trihelix also uses the name Account Super Intelligence for the same approach. ASI here is not artificial superintelligence, the theoretical AI concept that shares the abbreviation.
03 / How it works
Observe. Analyze. Understand.
Observe
Bring in information from any source: federal contracting records, CRM and pipeline data, licensed intelligence, marketing systems and your proprietary datasets. Integrations are configured around your sources and permissions.
Analyze
Relationships turn records into context. Move from an account to the agencies and incumbents, contracts and capabilities, competitors and adjacent opportunities that explain its place in the market.
Understand
Capture follows the contract, incumbent, timing and NAICS codes. Marketing uses the same context to focus on the audiences that matter to the pursuit. The work is different; the intelligence stays connected.
04 / Signal types
What counts as a signal
Federal contracting context
Contracts, incumbents, agencies, recompete windows and NAICS codes. Aperture, Trihelix's federal contracting data source for defense and space, supplies this context daily.
Industry relationships
The organizations, programs, capabilities and competitors around a company, and the adjacent opportunities they point to.
Your own data
CRM and pipeline data, licensed intelligence, marketing systems and proprietary datasets. Your data adds the priorities, experience and knowledge that public records cannot supply.
Place
Where geography matters, location-based intelligence adds context to facilities, markets and audience planning, alongside contract, account and campaign data.
05 / Compared
Account Signal Intelligence, intent data and ABM
Intent data
Bombora, an intent data provider, defines intent data as data that "reveals when buyers (accounts and buying-group members) are actively researching topics across the internet, based on the content they consume."1 It is an estimate built from behavior.
Account-based marketing (ABM)
Gartner describes ABM as "a go-to-market strategy targeting a select group of accounts that represent significantly higher expansion or growth opportunities with tailored marketing and sales support."2 ABM is a strategy for how teams engage chosen accounts.
Account Signal Intelligence
ASI is built around the industry structure of an account: who it works with, which contracts connect it to the work, and where the next pursuit may be. It answers a different question: how is this account connected to the industry and to the pursuit?
They are not mutually exclusive. Read the full comparison: Account signal intelligence vs. intent data →
06 / Defense & space
One pursuit, two teams.
Capture knows which contract matters, who holds it, when it may recompete and which NAICS codes define the work. Marketing too often hears only, "We're going after this agency." The detail stays in another spreadsheet, system or inbox.
With Account Signal Intelligence, both teams start from the same picture. Capture explores incumbents, contract history, open opportunities and potential recompete windows. Marketing plans around that specific opportunity and the audiences that matter to it, and can connect Refraction with DSPs, social platforms and other marketing systems. Each team can see why an account matters and communicate what has changed.
07 / FAQ
Questions about Account Signal Intelligence
What is Account Signal Intelligence?
Account Signal Intelligence (ASI™) is the discipline of connecting the signals around an account with the industry it operates in: the agencies it serves, the contracts and capabilities it holds, the incumbents and competitors near it, and the opportunities that may come next.
Who created Account Signal Intelligence?
Joseph Bradley Watkins, founder of Trihelix in Gainesville, Florida, created Account Signal Intelligence.
Is Account Signal Intelligence a trademark?
Yes. Account Signal Intelligence™ and ASI™ are Trihelix trademarks.
What does ASI stand for?
ASI stands for Account Signal Intelligence. Trihelix also uses the name Account Super Intelligence for the same approach.
Is ASI the same as artificial superintelligence?
No. Artificial superintelligence is a theoretical AI concept that shares the abbreviation. Trihelix ASI is about accounts, contracts and industry relationships.
How is Account Signal Intelligence different from intent data?
Intent data estimates which companies are researching a topic, based on the content they consume online. Account Signal Intelligence is built around the industry structure of an account: who it works with, which contracts connect it to the work, and where the next pursuit may be.
How does Account Signal Intelligence relate to account-based marketing?
Account-based marketing (ABM) is a go-to-market strategy for engaging a select group of target accounts. Account Signal Intelligence is about understanding those accounts in the context of their industry, so capture and marketing teams can see why an account matters to a pursuit.
Which product delivers Account Signal Intelligence?
Refraction™, the Trihelix intelligence platform, with daily federal contracting context from Aperture.
Who is Account Signal Intelligence for?
Capture, marketing and strategy teams at companies in the defense and space industry.
Can we use our own data?
Yes. Clients bring their own data, build their own applications and run their own proprietary models. The data sources, integrations and access arrangements are defined for each engagement.
Sources
- Bombora, What is intent data?
- Gartner, How to Establish an Account-Based Marketing Strategy