Axis
Old way (cold-list outbound)
New way (Demand Graph)
Source of leads
Bought, scraped, or enriched contact list
Real-time public buying intent (people asking right now)
Who initiates contact
You — uninvited cold email or DM
They — by posting a question in a public thread
Where the conversation happens
Their inbox, against their will
The thread they chose to post in (Reddit, HN, Discourse, etc.)
Personalization
Mail-merge {firstName} on a templated sequence
Per-signal landing page — built in ~30s, echoes their language
PII you store about prospects
Millions of contact records (GDPR/CCPA exposure)
Zero — we store the public post URL, not a person
Attribution
Email open + click (proxy metrics)
Signal → reply → click → page → signup (real funnel, real $)
What happens on your own site after the click
Separate analytics — hard to tie to the thread or campaign
One snippet on your domain: visits, pricing pages, scroll, forms, drop-offs — same Graph
Brand risk
Spam complaints, deliverability burn, blacklists
Public, helpful answers — no inbox, no blast
Time to first signal
Days — buy list, dedupe, warm IPs, build sequences
~1 minute — paste your URL, the runtime starts scanning
Compounding
Each campaign starts from zero
Pattern engine learns which signal shapes convert for YOUR ICP