Account-Based Marketing

An ideal customer profile (ICP) is a description of the company that gets the most value from your product and is most likely to buy — defined by industry, size, revenue, geography, and tech stack. The ICP focuses prospecting and enrichment so you target accounts that fit rather than spraying a broad list.

A decision-maker is the person with the authority to approve a purchase within a target account. In B2B, deals often involve a buying committee, so identifying the economic buyer plus influencers is critical. Decision-maker discovery finds these contacts by title and role rather than emailing generic inboxes.

Sales intelligence is the practice of collecting, enriching, and analyzing data about companies and buyers to inform outbound and account-based selling. It combines firmographics, contact data, and buying signals so reps know who to contact, why, and when. Unlike a static database, modern sales intelligence is continuously refreshed and source-attributed.

A buying signal is an observable action or data point that indicates a company or contact is more likely to purchase — hiring for a relevant role, adopting a complementary technology, expanding into a new market, or engaging with competitor content. Signals enrich static firmographics with timing, letting sales teams prioritize accounts that are in-market now rather than prospecting blindly.