Sales Intelligence

Lead generation is the process of identifying and developing potential customers for a business. In B2B, it spans discovering target companies, finding the right decision-makers, and capturing verified contact details. A pipeline-based approach generates leads in real time from the open web rather than reselling a fixed database.

Data enrichment is the process of appending missing or updated attributes to existing records — company, contact, firmographic, and technographic fields. It turns a thin list of names or domains into complete, actionable profiles. Quality enrichment is source-attributed and confidence-scored so each field can be trusted and audited.

Intent data captures signals that an account is researching or in-market for a solution — content consumption, hiring activity, technology changes, or funding events. It helps prioritize which accounts to contact now. Signal-based prioritization turns a flat list into a ranked queue of timely opportunities.

Firmographics are the descriptive attributes of a company — industry, employee count, revenue, location, and ownership — the B2B equivalent of demographics. They are the primary filters for building a target account list and segmenting outreach, and a core output of company enrichment.

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.