Propensity Based Audience Leads
Powered by HG Insights + GTM Fabric
Most B2B Targeting Looks Confident. Pipeline Results Say Otherwise.
Propensity-Based Audience Activation replace broad targeting and inflated intent with statistically prioritized audiences built on verified technographic, competitive, and spend intelligence, so activation starts with accounts that are truly winnable.
The Challenge
Most B2B teams already have intent data, firmographics, and ABM platforms. Yet many still struggle with a more fundamental question: which accounts are realistically likely to convert, and why.
Propensity-Based Audience Activation embed verified technographic, spend, and competitive intelligence from HG Insights, operationalized by GTM Fabric, directly into DemandScience activation. Accounts are scored for likelihood to convert, creating execution-ready audiences grounded in market reality, not assumptions.
This is how ICP moves from a static definition to an executable system.
Key Benefits
Prioritize Accounts That Can Actually Become Pipeline
Identify accounts where technology footprint, spend profile, and competitive exposure align with realistic conversion potential, not just surface-level interest.
Sharpen ICP Precision Without Blindly Cutting Reach
Refine targeting using install-base and competitive intelligence so focus narrows intelligently instead of arbitrarily shrinking volume.
Align GTM Teams Around Defensible Prioritization
Give Marketing, Sales, and RevOps a shared, credible rationale for why accounts are pursued, increasing confidence and reducing friction.
Better targeting decisions create better pipeline, before activation even begins.
Built for Modern B2B Revenue Teams
Designed for teams that:
Sell into mid-market and enterprise accounts
Operate complex, multi-stakeholder buying cycles
Compete in crowded or displacement-driven markets
Are accountable for pipeline quality, not just activity
From Market Reality to Execution-Ready Audiences
Ground ICP in Market Reality
Core ICP inputs are enriched with verified install, spend, and competitive intelligence from HG Insights.
Score Accounts for Propensity
GTM Fabric applies analytics to assess conversion likelihood, enabling ranked prioritization or threshold-based targeting.
Build Prioritized Audiences
Only accounts meeting propensity criteria are assembled into activation-ready audiences.
Activate with DemandScience
Demand programs run against prioritized audiences to generate higher-confidence leads and pipeline.
Prioritization Only Matters If It Leads to Action
Verified technographic and spend intelligence
Competitive and replaceability context
Executable ICP, not static definitions
Activation embedded directly into execution
Designed for revenue accountability
Frequently Asked Questions
If Targeting Doesn’t Reflect Reality, Performance Won’t Either
Build demand programs around accounts that are truly winnable.