The problem
Most B2B attribution tools credit the last click — usually branded search or a direct visit. They tell you demand was captured by Google, when it was actually created by a podcast mention three weeks earlier, a peer recommendation at a conference, or a LinkedIn post your CEO shared on a Tuesday morning.
The channels that create demand — word of mouth, podcasts, events, communities — are invisible to traditional analytics. They don't generate clicks. They generate intent. And intent is what drives pipeline.
What First Signals does
First Signals captures self-reported attribution — the answer to "How did you hear about us?" — as an open text field. Not a dropdown. Not a multi-select. A free-form answer in the customer's own words.
AI classifies every response into structured data: channels, entities, and confidence scores. "My friend Sarah mentioned you at SaaStr" becomes Word of Mouth → Sarah (SaaStr) → 97% confidence. At scale. In real time.
The result is a defensible view of where demand is actually created — not just where it's harvested. Marketing teams can finally see the full picture: which upstream investments drive awareness, which build trust, and which convert into pipeline and revenue.
How it works
Capture the signal
Add one open-ended question to your forms. Import existing CRM data. First Signals ingests attribution text from any source.
AI classifies at scale
Every response is classified into channels and entities with confidence scoring. Multi-signal extraction handles complex responses.
See what creates demand
Real-time dashboards show which channels drive awareness, pipeline, and revenue. Compare self-reported attribution against system analytics to find the gaps.
Built for B2B marketing teams
First Signals integrates with HubSpot and supports CSV import from any CRM. It's designed for marketing teams who need to prove the ROI of demand creation channels — podcasts, events, community, word of mouth — that traditional attribution ignores.
A FirstSpark product. Built in Dubai and London.