How Social Signals Quietly Became the Most Valuable Data | Trigify (Hugo Millington)

Sponsored By RevyOps (The #1 GTM Data Management Platform): https://tinyurl.com/revyops-hugo-m-d Episode Summary: In this episode of the Next Gen Sales Leaders Podcast, Ben Reed sits down with Hugo Millington Drake, Founder of Trigify, to unpack the real journey of building a SaaS company in today’s crowded GTM landscape. Hugo shares how Trigify evolved from an accidental automation agency into a social intent platform, why interest-based signals outperform traditional triggers, and the hidden challenges of selling software to cost-sensitive agencies. The conversation dives deep into PLG vs. sales-led growth, churn, pricing pressure, LinkedIn outbound, the rise of GTM engineers, and why most founders underestimate how hard software really is.What you’ll learn:How Trigify pivoted from an agency into a SaaS productWhy social engagement data beats traditional trigger-based signalsThe real differences between selling services vs. selling softwareWhy PLG is harder than it looks in complex GTM toolsThe challenges of churn when selling to agenciesLinkedIn outbound vs. cold email at scaleInfluencers, micro-creators, and early SaaS distribution strategiesThe truth about “GTM engineers” and no-code/AI hypeWhy founder stress is often self-inflicted and how to manage itEpisode Highlights:[00:00:48] What Trigify does and how it evolved[00:04:43] Interest-based targeting vs. traditional triggers[00:07:27] From automation agency to SaaS, selling $149 software vs. $3k retainers[00:18:41] Churn, pricing pressure, and agency customers[00:27:17] PLG, onboarding, and customer confusion[00:40:00] GTM engineers, Clay, and AI tool hype[00:54:13] LinkedIn outbound, fake accounts, and scale limits[01:11:10] Founder stress, perspective, and long-term thinkingFeatured Guest: Hugo Millington Drake – Founder, TrigifyHost: Ben Reed, Host of the Next Gen Sales Leaders PodcastConnect with Hugo:Website: https://www.trigify.io/ LinkedIn: https://www.linkedin.com/in/hugomdrake/ Follow Ben on Social:LinkedIn: https://www.linkedin.com/in/benjamin-aaron-reed/Love this episode? Subscribe to the Next Gen Sales Leaders Podcast for expert insights on B2B sales, GTM strategy, RevOps, and SaaS leadership. If you found value in today’s conversation, please leave us a review.Join our B2B GTM & RevOps Entrepreneur Community: https://www.skool.com/outbound-b2b-sales/about?ref=07a56393b2d2435d9366f2e6151e2600Sponsored By RevyOps (The #1 GTM Data Management Platform): https://tinyurl.com/revyops-hugo-m-d