Predictive lead scoring is a machine-learning approach that analyzes historical customer data and behavioral patterns to automatically score prospects based on their likelihood to close, eliminating manual rule-based scoring and adapting as your data evolves.
Contact enrichment is the process of appending missing or outdated contact data to existing records using third-party data providers, enriching your CRM with current email addresses, phone numbers, job titles, company information, and technographic data.
Account engagement scoring is a methodology that aggregates engagement signals across an entire target account - including website visits, content consumption, email interactions, event attendance, and demo requests - to measure buying momentum and signal sales-readiness.
Not all website visitors are equally valuable. A prospect spending 20 minutes reading your pricing page, demo video, and implementation guide is more ready to buy than a prospect who visited your homepage once and left. Visitor engagement scoring quantifies this readiness, helping sales teams prioritize outreach.
SaaS buying is visibility-driven. When a company evaluates new software, they research online: reading reviews, comparing features, watching demo videos, exploring pricing, and analyzing competitors. Intent data reveals when companies are in active research mode, what specific problems they’re solving, and when buying probability is highest.
Media and publishing companies operate uniquely in B2B. A digital publisher evaluating content management systems cares about audience engagement, revenue optimization, and compliance. A print publisher considering subscription software needs workflow integration and customer retention analytics. A video production company researching cloud storage wants collaboration features and transcoding speed. Intent signals for these buyers cluster differently than generic B2B.
Technographic data describes a company’s technology stack: software applications, cloud services, databases, and infrastructure platforms in use. Understanding a prospect’s stack reveals pain points, replacement opportunities, integration needs, and buying propensity.
Revenue attribution determines which marketing and sales activities drove a closed deal. It answers: which touchpoints contributed to this customer signing?
Intent signals are behavioral indicators that reveal when a prospect or account is actively engaged in evaluation and buying activity. They include website visits to competitor or industry vendor sites, searches for product-related keywords, content downloads (whitepapers, case studies, comparison guides), registration for webinars or events, job postings for roles that suggest technology adoption, mentions in news or social media, funding announcements, and changes in company leadership. These signals indicate higher probability of a buying decision in the near term compared to accounts showing no activity.
First-party intent data is behavioral information from your own website, email, and marketing platforms: page visits, content downloads, email engagement, event registration, demo requests, pricing page views, form submissions. Unlike third-party intent data that monitors the internet, first-party data is owned by you and comes from visitors engaging with your properties.
Firmographic data is demographic information about companies rather than individuals. It describes what a company is, where it operates, how big it is, and its financial health. Standard firmographic attributes include: company name, industry classification (SIC, NAICS codes), number of employees, annual revenue, headquarters location, subsidiary and parent company relationships, years in business, funding status and amount, technology stack, and organizational structure (C-suite composition, board members).
Technographic data describes a company’s technology stack: software applications, cloud services, databases, and infrastructure platforms in use. Understanding a prospect’s stack reveals pain points, replacement opportunities, integration needs, and buying propensity.