Topic
Marketing
Segmentation, account-based marketing and campaign targeting on company data.
- Adding company signals to lead scoringA lead score knows what a person did, not what the company is or is about to do. Here is how to add company features to it without double counting or leakage.
- Building account-based marketing segments from company signalsA segment is a rule that names accounts and says why they are on the list. Here are recipes that combine fit with timing, the tables behind each and how to keep them current.
- Defining an ideal customer profile from dataDescribing your customers is not enough: a profile has to show what separates them from the market. Here is how to enrich won accounts, measure lift and test the result.
- Mapping a partner ecosystem from technology co-occurrenceCo-occurrence on company websites shows whose audience overlaps yours. A worked method with the datasets, the lift measure and the checks that separate partners from rivals.
- Personalising campaigns by technology stack and growth stageKey campaign variants on what an account runs, how fast it is hiring and what it announced last week. A rule set, a query and the guardrails that keep copy accurate.
- Company-level data and identity platforms: where each fitsAn identity platform resolves people and a company-level feed describes organisations. Match the job to the unit first, then join the two at the account.
- HubSpot Breeze Intelligence, explainedHubSpot introduced Breeze Intelligence in 2024 and now documents data enrichment and buyer intent as CRM features. Here is what it fills, how it behaves and where dated signals fit.
- LiveRamp Data Marketplace, explained for B2B data teamsLiveRamp's marketplace trades audience data at a person level, beside its identity products. Here is how buyers use it, and where dated company-level signals fit instead.
- Company signals vs third-party intent dataBehavioural intent watches people read. Company signals record what a company does. What each method is built to show, and how to join and test the two in one account ranking.
- Firmographic vs technographic dataWho a company is and what it runs are different facts from different sources. A field-by-field comparison, a segment built on both, and how to read each kind correctly.
- 6sense alternatives for account intent signals6sense scores accounts with predictive models inside its platform. If you want the signals themselves, dated and sourced, to score in your own stack, here is how the options compare.
- Bombora alternatives for B2B intent dataBombora measures what companies research across its Data Co-op. Fokals scores what companies do in public, with the evidence attached. What each is built for, and a join that runs them together.
- Demandbase alternatives for account intelligence dataDemandbase combines intent, account identification, advertising and sales tools in one platform. If you want account intelligence as tables in your own stack, this guide sets out the options.
- Account-based marketing (ABM)ABM starts with a list of target companies and builds campaigns around each. How a programme runs, and the company data that builds the list and times each account.
- Firmographic dataThe attributes that describe a company: industry, size, location, ownership and growth stage. How teams use them to segment a market, and what to check in a source.
- Ideal customer profile (ICP)An ICP describes the companies that gain most from a product and return most to the seller. How to build one from won accounts, test it against losses and keep it honest.
- Lead scoringLead scoring ranks people in your funnel by fit and behaviour. How points work, how company-level data can improve the fit side, and how to keep a score from going stale.
- Tag managerA tag manager lets a site owner change scripts from one interface. This entry explains how containers work and why reading them gives a complete view of a site's technologies.
- Total addressable market (TAM)TAM is the yearly revenue available if every company that could buy did buy. How to build it from a count of companies, and how company data supplies the count.