Lead Enrichment
Augmenting a lead record with additional data — such as company size, industry, and role — from third-party sources. Enrichment improves targeting, routing, and personalization.
Related terms
Lead Scoring
Assigning points to leads based on fit and engagement to prioritize who sales should contact first. Scoring can be rules-based or model-driven and underpins the definition of an MQL.
Intent Data
Signals that indicate an account or person is actively researching a product or category, gathered from content consumption and search behavior. Intent data helps teams prioritize accounts showing buying interest.
Buyer Intent Signals
Specific actions that suggest readiness to buy, such as pricing-page visits, competitor research, or hiring for relevant roles. Acting on timely signals improves outreach relevance and conversion.
Firmographics
Attributes that describe organizations — like industry, employee count, revenue, and location — used to define and target an ICP. Firmographics are the company-level analog of demographics.
Technographics
Data about the technologies a company uses, such as its CRM, cloud provider, or marketing stack. Technographics help identify accounts that are a good technical fit or ripe for displacement.
Data Enrichment
The process of filling in and updating missing fields in CRM or marketing records using external data providers. Clean, enriched data improves segmentation, routing, and reporting accuracy.
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