Key Concepts

Before diving into specific features, here's the vocabulary Obert uses. These terms appear throughout the product and documentation.

Signals

A signal is an automated discovery rule that finds new leads on LinkedIn. You define the criteria — keywords, job titles, companies, events — and Obert continuously scans for matches.

Signals run on a schedule and add discovered leads to your database. Each execution is called a signal run, which tracks how many leads were found, scored, and added.

Example: A keyword signal searching for "Head of Growth" fintech finds 30 new profiles per week.

Leads

A lead is a person profile in your database. Leads are discovered by signals, imported from CSV, or added manually. Each lead has a LinkedIn profile, employment history, and engagement timeline.

Leads have an approval status:

• Pending — discovered but not yet reviewed
• Approved — confirmed as a good fit, ready for outreach
• Rejected — not a match, excluded from campaigns

Accounts

An account is a company profile, automatically created from your leads' employment data. Accounts let you see all your leads at a specific company in one place and track company-level engagement.

Lists

A list is a collection of leads (or accounts) grouped for a specific purpose. Lists are the bridge between discovery and outreach — you create a list of qualified leads, then point a campaign at it.

Lists can be:

• Manual — you add and remove leads by hand
• Signal-powered — signals automatically add matching leads
• Combined — union or intersection of other lists

Each list can have its own ICP configuration that scores leads for relevance.

ICP Scoring

ICP scoring (Ideal Customer Profile) rates how well a lead matches your target buyer. Obert scores leads on a 0–100 scale across dimensions like job title, company, and location.

Scores are calculated per list, so the same lead can have different scores in different lists depending on the ICP criteria.

Campaigns

A campaign is an automated outreach sequence executed through your LinkedIn accounts. Campaigns have a workflow — a series of steps like "send connection request → wait 3 days → send follow-up message."

Campaigns pull leads from one or more lists and assign them to senders (your connected LinkedIn accounts).

Senders

A sender is a connected LinkedIn account assigned to a campaign. When a campaign has multiple senders, Obert distributes leads across them evenly. Each sender has its own rate limits and send windows.

Streams

A stream is a saved search that monitors LinkedIn for content matching specific keywords. Unlike signals (which find people), streams find relevant posts and conversations.

Inbox

The inbox aggregates LinkedIn conversations across all your connected accounts. It includes messages from campaign outreach, connection requests, and organic conversations.

Conversations can be labeled, starred, and filtered. Inbound replies are automatically classified by AI as interested, not interested, or needing follow-up.

Nurture

Nurture is automated, ongoing engagement with leads who aren't ready for direct outreach yet. Obert tracks their LinkedIn activity and engages with their posts (likes, comments) to stay visible.