Turn Lead Intelligence Into Revenue: B2B Personalization Tactics That Work

Introduction

In B2B sales, knowledge is power. Having rich data on your prospects – lead intelligence – is what enables data-driven personalization at scale. This isn’t just a buzzword: companies that excel at personalization generate 40% more revenue than their peers (1).

And on the front lines, 89% of sales teams report positive ROI when they personalize cold outreach (2). The message is clear: if you want to turn more leads into closed deals, you need to deeply understand your buyers and tailor every touch. 

In this guide, we’ll explore how B2B lead intelligence fuels highly personalized sales campaigns, and how you can leverage it (along with emerging AI tools) to multiply your pipeline. We’ll also review the top B2B lead intelligence software – including an in-depth look at Martal’s AI-driven platform – and best practices to convert data into real revenue. Let’s dive in.

What is B2B Lead Intelligence?

Lead intelligence is the process of gathering and analyzing detailed information about potential customers so you know who they are, what they want, and how to engage them (5). It goes far beyond a basic lead list of names and emails. With lead intelligence, you enrich each lead profile with data points like:

• Firmographics: Company size, industry, location, and revenue.
  
• Demographics & Role: Job title, seniority, department, and decision-making power.
  
• Technographics: What software or tools the company uses (e.g. CRM, tech stack).
  
• Behavioral Signals: How the lead interacts with your content – web pages visited, emails opened, links clicked, webinar attendance, etc.
  
• Intent Data: External signals that the account is researching your solution (e.g. reading articles on relevant topics, product comparison searches).
  

In short, lead intelligence gives you a 360° view of each prospect. Instead of cold-calling a stranger, your sales team approaches someone they already know. For example, you might learn that a prospect company just hired a new VP of Sales (triggering a likely need for your CRM software), or that a target account’s team has been reading posts about AI in marketing (indicating interest in AI-powered solutions). These insights let you strike when the iron is hot – with a message that speaks to actual pain points.

65% of sales reps say that access to buyer intent data significantly improves their ability to close deals (8). This is the power of lead intelligence in action – by focusing on leads exhibiting purchase intent, you dramatically boost win rates.

Why does lead intelligence matter? It helps you prioritize high-quality leads, personalize outreach, and time your pitches perfectly. Your team wastes less effort on unqualified contacts and cold lists, and more time on warm, sales-ready prospects. In fact, salespeople who thoroughly research and leverage lead insights can boost conversion to meetings by up to 70% (2). Lead intelligence is particularly crucial in B2B sales where buying cycles are long and multiple stakeholders are involved. It provides the context needed to navigate complex accounts and craft value-driven conversations that resonate.

(Below: Survey data on the most valued features of lead intelligence tools. Notice that reliable contact info tops the list, followed by website engagement data – highlighting the importance of both accurate data and behavioral insights.)

Why Data-Driven Personalization Closes More Deals

Today’s B2B buyers expect more than a generic pitch. 71% of B2B customers expect personalized content and solutions tailored to their needs (1). Data-driven personalization is the key to meeting that expectation. When your outreach shows that you understand the prospect’s business and challenges, you earn credibility and attention in a crowded marketplace.

Consider the difference between these two sales approaches:

• Spray-and-pray approach: Sending the same cold email to 1,000 contacts, touting your product’s features in general terms. (Low response rates, many unsubscribes, and a damaged sender reputation likely.)
  
• Intelligent personalized approach: Using lead intelligence to segment and personalize. For example, you send a targeted message to 50 leads in the SaaS industry highlighting how your solution helps SaaS companies reduce churn (a pain point you know they care about). You reference a relevant case study and even mention a trigger event (like “noticed you recently expanded your sales team – congrats!”).
  

The personalized approach will nearly always win. Why? Because it’s relevant and timely. In fact, personalized cold emails have a 32% higher response rate than non-personalized ones (2). Likewise, sales teams that tailor outreach based on specific prospect data see significantly higher conversion rates – one study found 4-7× more responses and meetings when using a data-enriched, personalized campaign versus a generic campaign (3). Simply put, personalization makes your leads feel understood and builds trust, which is the foundation of any deal.

Data-driven personalization also means using real-time insights to drive your sales cadence. For instance, if a lead repeatedly visits your pricing page or downloads a whitepaper, those are buying signals – your team should follow up ASAP with a tailored offer or a friendly call. Timing is everything: reaching out within 5 minutes of an inbound lead action can increase conversion 100-fold (2). By leveraging lead intelligence (like web tracking alerts or intent data feeds), you can respond at just the right moment with a message that connects to what the buyer is thinking about.

Finally, personalization isn’t just for the first meeting – it plays a role throughout the pipeline. As you nurture a prospect, you’ll use intelligence to customize follow-ups, product demos, proposals, and so on. This keeps the engagement high. No wonder companies that commit to personalization at scale see 10-15% revenue lift and faster sales cycles (1).

Stat: B2B buyers complete 57-70% of their research on a purchase before ever contacting a vendor (2). This means by the time a lead talks to you, they are already highly informed. Personalization (fueled by good lead intel) allows you to add value beyond what the buyer has already learned on their own, instead of repeating generic info. It’s how you stand out and become the vendor that wins the deal.

AI and B2B Lead Generation: A New Era of Intelligence

The rise of artificial intelligence is turbocharging what’s possible with B2B lead intelligence – ushering in a new era of smarter outbound prospecting and AI-driven lead generation. In the past, gathering deep insight on sales leads was extremely labor-intensive (think manual research on LinkedIn, Google, news, etc.). Today, AI can do a lot of that heavy lifting in a fraction of the time, spotting patterns and signals no human could catch across millions of data points.

AI in B2B lead generation takes many forms, for example:

• Intent Monitoring: AI algorithms analyze web browsing behaviors, content consumption, and search data to identify companies likely in-market for a solution. Providers like Bombora and 6sense use AI to aggregate these intent signals so you know which accounts are “hot” right now (4).
  
• Predictive Lead Scoring: Machine learning models (such as those by MadKudu or Salesforce Einstein) can examine your past won/lost deals and discover common attributes of high-converting, sales ready leads. They then score new leads in real time against this ideal profile, so your team focuses on those most likely to become customers.
  
• Automated Research & Data Enrichment: AI tools (including some AI SDR platforms) can automatically pull in public information about a prospect – from recent funding news to their tech stack – and update your CRM. This ensures reps have fresh, enriched profiles without hours of Googling (5).
  
• Content Personalization: Generative AI can draft tailored outreach messages at scale. For instance, an AI sales assistant might craft 100 individualized email snippets referencing each prospect’s industry or a role-specific pain point. (Reps then just review and send.) This helps maintain quality personalization even as you scale up volume (4).
  
• Chatbots & Conversational AI: On your website, AI chatbots (like Intercom’s) engage visitors, ask qualifying questions, and route hot leads to sales in real time (7). This uses natural language processing to mimic a human rep for initial touchpoints, ensuring no prospect slips through the cracks after hours.
  

Crucially, AI doesn’t replace the human touch – it enhances it. The best results come when AI and sales teams work together: AI handles the grunt work of data crunching and initial outreach, while your human reps focus on building relationships and closing. High-performing sales organizations are already embracing this. In fact, 61% of sales reps say AI is a key to delivering effective personalization (2). And it shows in the numbers: businesses adopting AI in sales have seen a 50% increase in sales on average, and top-performing sellers are over 2× more likely to be using AI tools than the rest (2).

AI can also dramatically boost productivity. By automating repetitive tasks (like lead research, data entry, sequencing follow-ups), AI-powered sales tools reduce time spent on non-selling activities by up to 40% (2). That means your team has more hours free to talk to prospects and build strategies. Additionally, AI provides consistency. An AI-driven cadence won’t forget to follow up, or fail to log an activity – it executes your optimal process every time, and uses data to adjust in real-time.

Bottom line: AI is transforming B2B lead generation from an art to a science. You still need skilled salespeople at the helm, but those reps are now armed with incredible insights and automations. The result is more leads, contacted in smarter ways, converting at higher rates. In the next section, we’ll look at some of the leading tools – including AI-powered platforms – that B2B teams are leveraging for lead intelligence and personalized outreach.

Top B2B Lead Intelligence Software Tools (2025)

Harnessing lead intelligence is much easier with the right software. Below, we’ve compiled a list of top B2B lead intelligence software tools that can help you turn data into deals. These range from all-in-one AI platforms to specialized data providers. Each tool overview includes key features, ideal use-cases, and a candid note on where it might fall short. Let’s start with our own platform at Martal, which brings together human expertise and AI in a unique way.

1. Martal – AI-Powered B2B Lead Intelligence Platform (with Human Touch)

Overview: Martal is a fully-managed sales intelligence and outreach platform, powered by AI and trained by 15+ years of B2B sales experience (3). In other words, it’s not just software – it comes with an expert team.

The AI SDR platform combines a massive proprietary B2B contact database with machine learning algorithms and an omnichannel outreach engine. Our AI “sales assistant” identifies ideal prospects (using intent signals and your ICP criteria), engages them across email, LinkedIn, and phone, and nurtures them until they’re sales-ready. 

All the while, our human sales strategists supervise the campaigns, continuously refining targeting and messaging. The goal is simple: deliver warm, qualified leads to your pipeline, consistently.

Key Features:

• Agentic AI for Lead Engagement: Our AI autonomously researches, qualifies, and reaches out to prospects on your behalf. It sends hyper-personalized emails and LinkedIn messages, even makes preliminary cold calls – effectively acting as a 24/7 SDR team (3).
  
• All-in-One Outbound Suite: The platform replaces a typical sales stack of 10+ tools (3). It includes a built-in B2B contact database (220 million+ verified contacts (3)), intent data feeds, email automation with send-time optimization, LinkedIn integration, and a smart dialer for calls – all under one roof.
  
• Omnichannel Campaigns: Our team orchestrates coordinated outreach across email, LinkedIn, and phone. Sequences adapt to each prospect’s behavior. (For example, if a lead clicks an email but doesn’t respond, the AI might follow up with a LinkedIn InMail the next day.) This multi-touch approach boosts engagement dramatically – sequences using 3+ channels get a 287% higher response rate than single-channel outreach (2).
  
• Human Expertise & Copywriting: What sets us apart is our human element behind the AI. Campaign content and targeting parameters are set by our seasoned sales strategists (15+ years experience across 50+ industries). The AI is “trained” on strategies that our team has proven to work in real campaigns (3). As a result, outreach is not only automated, but also highly strategic and authentic in tone.
  
• Real-Time Analytics & Optimization: Users get a live dashboard with lead engagement stats, reply rates, meeting bookings, etc. The AI continually optimizes campaigns – adjusting send times, subject lines, cadences – based on what’s getting results. (our platform launches new campaigns in as little as 30 minutes and iterates quickly (3).) Dedicated account managers also provide insights and adjust targeting as needed.
  

Ideal For: B2B companies (startups to enterprises) that want to outsource lead generation or augment their sales team with an almost “autopilot” solution. Martal is especially valuable if you lack a large in-house SDR team or want to penetrate new markets fast. Tech companies, software providers, and service firms have all used Martal to rapidly fill their sales pipelines. If you need an all-in-one outbound lead generation machine – but also want expert guidance – we offer both the platform and the people.

2. Dealfront – Website Visitor Tracking & Intent Platform

Overview: Dealfront is a B2B lead intelligence platform born from the merger of Leadfeeder and Echobot, and it specializes in turning anonymous website visits into actionable leads (7). 

It’s essentially a website visitor tracking tool combined with an intent data and lead enrichment engine. Dealfront identifies which companies are browsing your site (even if they never fill out a form) and provides firmographic details along with contacts at those accounts.

Key Features:

• Visitor Identification: Using reverse IP lookup and its database, Dealfront reveals the company names behind your website traffic. 
• Intent Data Alerts: Dealfront detects when companies are actively researching topics related to your product/service (7). It monitors content consumption across its network (similar to Bombora) to flag accounts in buying mode. 
• Lead Enrichment: For each identified company, Dealfront provides enriched data – industry, size, location, and importantly, verified contacts (emails, LinkedIn profiles) for decision-makers at that company (7). It can integrate with your CRM to automatically create lead records with this info.
• Geo-Targeting & Filters: The platform lets you filter and find leads based on region or other firmographics (7). 
• CRM Integration & Alerts: Dealfront plugs into popular CRMs and sales engagement tools. You can get real-time email or Slack alerts when a high-value target visits your site, ensuring quick follow-up.
  

Ideal For: B2B companies with decent website traffic who want to capitalize on anonymous visitors and intent signals. It’s great for marketing and sales teams practicing Account-Based Marketing (ABM) – you can see target accounts’ interest and coordinate outreach. 

It is less useful if your web traffic is low or if your sales process doesn’t involve driving people to your site. Small companies without significant traffic might not see many leads from it. 

Additionally, while Dealfront provides contacts, it’s primarily an intelligence tool; you’ll still need a strategy to reach out and convert those leads (it doesn’t automate multi-channel campaigns, for instance). 

3. Cognism – Global Contact Data and Compliance-Focused Intelligence

Overview: Cognism is a sales intelligence platform with a global database of B2B contact data, enriched with intent signals and verified for compliance (6). 

Cognism provides direct dial phone numbers, emails, and LinkedIn profiles for hundreds of millions of professionals worldwide. It also integrates intent data (through partnerships like Bombora) to tell you who’s actively searching for your solutions. 

Key Features:

• Verified Contact Details: Cognism has contact info – including mobile phone numbers and corporate emails that are validated. Their database is refreshed continually, and they use AI plus human verification to maintain quality (6). 
• Intent Data Integration: Cognism integrates third-party intent data (e.g. Bombora) so you can filter contacts by those showing buying intent in your space (4).
• CRM & Sales Tool Integration: It connects with Salesforce, HubSpot, Outreach, Salesloft, and other systems (6). 
• Regulatory Compliance: The platform includes EU-compliant data and even phone numbers that adhere to local direct dialing regulations.
• Enrichment & Sales Triggers: Beyond new leads, Cognism can enrich your existing CRM records with missing fields (industry, size, etc.) and provide sales triggers like funding announcements or hiring trends at target accounts.
  

Ideal For: Teams that need high-quality B2B data for outbound sales, especially if they operate internationally. SDR teams, sales ops, or marketing teams can all use Cognism to fill the top of funnel with verified leads.

It’s valuable for organizations targeting Europe or other regions where data compliance is a must (many U.S.-centric data tools fall short there).

Cognism’s comprehensive approach comes with a higher price tag, which might be a stretch for very small businesses. It often targets scale-ups and enterprises with dedicated outbound campaigns and programs. 

Another consideration: while Cognism’s data is robust, learning to use all its filters and integrations has a learning curve. New users may find the interface less immediately intuitive compared to simpler tools. 

Lastly, Cognism is chiefly a data provider – it doesn’t execute campaigns. So you’ll likely use it in tandem with an email outreach tool or CRM; smaller teams looking for an all-in-one sales engagement solution might find Cognism alone is only one piece of the puzzle. 

4. Bombora – Intent Data for B2B Buyer Signals

Overview: Bombora is a provider of B2B intent data, which means it tells you which companies are actively researching topics related to your product or service (4). Instead of contact info, Bombora delivers insight into buyer intent at the account level. It operates a large data co-op that tracks content consumption across thousands of business websites.

When Bombora detects a surge of interest (a “Surging” signal) for certain keywords or topics at a company, it flags that company for you. This helps sales and marketing teams prioritize outreach to accounts that are in-market now. Bombora’s data often integrates into CRMs, marketing automation, or ABM platforms to supercharge lead scoring and campaign targeting.

Key Features:

• Company Surge® Scores: Bombora’s signature offering is a score that indicates how strongly a company is researching a given topic compared to its baseline. Users search topics relevant to their business and get a list of companies showing above-average interest in those topics.
• Intent Topic Taxonomy: Bombora tracks intent signals across an extensive set of topics (finance, IT, marketing, etc.). You can choose very specific topics or keyword clusters to monitor. 
• Data Integration: Most often, Bombora is used by feeding its intent data into your existing systems. It has integrations with Salesforce, HubSpot, Marketo, 6sense, Demandbase, and others. 
• Privacy Compliant: Bombora’s co-op approach means it relies on aggregated behavioral data, not personal tracking, and it adheres to privacy regulations.
• Measurement of Impact: Bombora provides tools to measure how intent data is improving your pipeline (comparing engagement from intent-driven accounts vs others).

Ideal For: Account-based marketing and sales teams that want to focus resources on the hottest opportunities. Bombora is ideal if you have a broad target market but need to narrow down who is ready to engage now. 

Bombora’s data is aggregate and account-level, which means it won’t tell you exactly who at the company is doing the research. You’ll still need to identify and reach the right contacts once an account surges (often using it alongside a database like Cognism or ZoomInfo). 

Additionally, getting the most value from Bombora requires integration and interpretation – smaller teams without a marketing ops function might struggle to action the raw data. It’s best used by organizations that can dedicate effort to combining intent signals with their outbound efforts. 

Finally, Bombora covers a vast network of sites but not everywhere on the web; if your buyers get information from niche communities or offline sources, those signals won’t show up. 

5. Clearbit – Real-Time Lead Enrichment and Visitor Reveal

Overview: Clearbit is a lead enrichment software that helps B2B companies turn partial leads into full profiles and identify anonymous website visitors. It works behind the scenes to add data to your leads in real-time.

It also has a product called “Clearbit Reveal” which is similar to Dealfront, in that it uncovers which companies are visiting your site. Overall, Clearbit empowers sales and marketing teams with richer data for lead routing, scoring, and personalization without manual research.

Key Features:

• Data Enrichment API: Clearbit’s has enrichment API/automations. When a new lead enters your system (via a form, chat, etc.), Clearbit automatically fills in ~100+ attributes about that lead and their company. This can include industry, company size, location, job seniority, tech stack used by their company, and more. 
• Lead Scoring & Routing: With enriched data, you can score and route leads more intelligently. Clearbit is often used with CRMs like HubSpot or Salesforce to auto-route high-value leads to sales 
• Clearbit Reveal (Visitor ID): This feature identifies the companies that visit your website, using IP data, similar to Leadfeeder/Dealfront (7). 
• Integrated into Workflows: Clearbit has ready integrations and recipes – such as Slack alerts (“@sales, a Fortune 500 prospect is on the pricing page right now!”) or syncing enriched data to Google Sheets.
• Compliance and Updates: Clearbit updates records continually to ensure accuracy. They also emphasize privacy compliance (especially important after joining HubSpot in 2023 as a native data provider). Unlike static lists, Clearbit’s data refreshes, so if a lead changes jobs or a company’s employee count grows, you get those updates.
  

Ideal For: B2B marketing and sales ops teams that need to streamline lead management. If you have significant inbound lead flow, Clearbit is ideal for separating the signal from noise – your sales reps get complete info instantly to decide if a lead is qualified. 

It’s used in SaaS and tech for optimizing free trial signups or demo requests; Clearbit helps qualify signups in real time (so your reps focus on the big fish first). It’s also great for personalization – both in outbound emails (knowing industry, etc. to tailor messaging) and on your website (dynamic content for certain industries or account names). 

Clearbit is a premium service, and its pricing scales with usage – which can become costly if you’re enriching tens of thousands of leads. Smaller businesses might find the expense hard to justify unless they truly need real-time data enhancement. 

It also primarily focuses on known leads hitting your system or known site visitors; it’s not a tool for building completely new outbound lists from scratch (they don’t provide random contact lists – you generally need an email or domain as a starting point). For pure prospect list building, you’d pair Clearbit with another source. 

In essence, Clearbit shines as an efficiency booster and data augmenter, but it’s not a standalone prospecting tool. 

6. MadKudu – Predictive Lead Scoring and Qualification

Overview: MadKudu is an AI-powered predictive lead scoring tool that helps B2B companies focus on leads most likely to convert. It analyzes your historical customer data (product usage, demographics, marketing engagement, etc.) to build a model of what a “good lead” looks like. 

Then MadKudu scores incoming leads in real time and segments them into tiers (e.g., “High”, “Medium”, “Low” fit). 

Key Features:

• Custom Predictive Models: MadKudu connects to your CRM and product databases to learn from your existing customers. 
• Fit and Opportunity Scores: The platform often produces two scores: a “fit” score (how well does this lead match your ideal customer profile in static traits) and a “behavioral” score or “likelihood to buy” (based on their actions). 
• Real-Time Scoring & Routing: As soon as a lead comes in (from a signup form, free trial, contact us, etc.), MadKudu scores it instantly. You can set up rules like: “If lead is High fit & High behavior, assign to sales and alert them immediately” or “If Low fit, send to an automated nurture track.” 
• Insights and Explanations: It provides explanations for why a lead is scored a certain way (e.g., “High score because: Role = CTO, Company size 500+, Visited pricing page 3 times”). 
• Integration: It plugs into CRMs like Salesforce and HubSpot, and other tools. For product-led companies, it can integrate with product analytics to use usage data in scoring (e.g., number of user logins, features used in a trial).
  

Ideal For: Growth-focused B2B companies that generate a lot of leads and need to separate the wheat from the chaff quickly. Companies with large marketing funnels (webinars, content downloads) or high-growth startups and scale-ups (especially in software) are typical users. 

Building a predictive model requires having enough historical data – very small or new companies may not yet have the volume to train an accurate AI model. In those cases, MadKudu might be overkill until you grow a bit. 

Also, the tool does require some setup and collaboration (often between marketing ops, sales ops, and data teams) to get the model right and to integrate the scores usefully into workflows. It’s not a plug-and-play spreadsheet; it’s more of an ongoing system that you tune. 

Another thing to note is that it won’t generate new leads for you (it optimizes what you already have coming in). So it should be combined with strong lead sources. 

Turning Lead Intelligence into Closed Deals: Best Practices

Collecting data is only half the battle – the real challenge (and opportunity) is using that lead intelligence effectively to drive more wins. Here are some actionable best practices to translate insight into revenue:

1. Prioritize High-Intent Leads: Use intent data and behavioral scores to focus your team’s effort where it counts. If a prospect shows buying signals – multiple website visits, content downloads, or third-party intent surges – respond immediately. Route these leads to your best reps. Remember, the vendor who replies first often wins the deal, and reaching out within minutes of a signal can make a huge difference (2). Conversely, don’t burn sales hours on leads with no engagement; let automation nurture those until they warm up.
   
2. Personalize Every Touchpoint: Leverage the rich data you have to customize your outreach at each step. Reference the prospect’s industry challenges, mention their company’s recent news, and address the specific pain points likely keeping them up at night. Tip: Use merge fields and dynamic content in your emails/cold call scripts informed by lead intelligence (e.g., “Having worked with other {Industry} firms, we saw how {trigger_event} impacted your growth…”). Even small personal details – like mentioning a prospect’s alma mater or a competitor’s product they use – can significantly boost response rates. Sales sequences with personalized messages have dramatically higher success, with one study noting a 32.7% lift in replies when emails were tailored to the recipient (2).
   
3. Align Sales and Marketing with Data: Ensure your marketing campaigns and sales outreach share insights. For example, if marketing observes certain content topics resonating (via lead intelligence on content engagement), arm the sales team with that knowledge. Likewise, have sales feed back to marketing which lead intel signals best predict a deal (perhaps leads from a certain tech stack convert more). Organizations that ahttps://martal.ca/cost-per-lead/lign around data see 36% higher customer retention and 38% higher win rates (2). A unified dashboard that both teams use – showing lead scores, intent alerts, and pipeline status – can foster this alignment.
   
4. Implement Multi-Touch, Omnichannel Outreach: Don’t rely on just one communication channel. Modern B2B buyers toggle between email, LinkedIn, phone, and even SMS. An omnichannel strategy, guided by lead intelligence, ensures you meet prospects where they are most responsive. For instance, you might email a whitepaper first, then follow up with a LinkedIn connection request referencing that email, and later call them with a tailored talk track. Research clearly supports this approach: sales sequences using 3 or more channels can yield 287% higher response rates and significantly higher conversion than single-channel efforts (2). Lead intelligence will tell you which channels a prospect engages with most (e.g., if they’re opening emails but not responding, try calling or sending a LinkedIn InMail). Use that insight to adapt your touchpoints.
   
5. Continuously Refine with Feedback Loops: Treat your lead intelligence system as a living, learning organism. Continuously feed outcome data (wins, losses, no responses) back into your scoring models and analysis. Maybe you discover that a certain title (e.g., “Director of Operations”) in your target accounts actually converts far better than you assumed – adjust your ideal persona and lead scoring rules to reflect that. Or if a batch of “high-scoring” leads isn’t panning out, investigate why and tweak the model. Over time, this creates a self-optimizing cycle: the more you close deals, the more you learn about what an ideal lead truly looks like, and the sharper your intelligence filters become. Advanced teams hold a monthly or quarterly review of lead quality metrics and adjust their data inputs accordingly. This process is how you go from good to great – building an engine where, for example, 16 touchpoints over 4 weeks are orchestrated to perfection for each lead, as seen in some high-growth organizations (2).
   
6. Don’t Neglect the Human Element: Finally, remember that data enables the sale, but relationships close the sale. Use intelligence as a conversation starter and trust builder – not as a crutch to push harder. For instance, knowing a prospect’s company recently expanded is a cue to discuss how that growth is going and offer help, rather than to simply note “I saw you hired 5 people” and jump to a sales pitch. Empathy and consultative selling, powered by information, will set you apart from competitors who might also have access to data but not the finesse to use it warmly. Train your sales team on how to weave lead insights naturally into their dialogues and how to provide value at each interaction. When prospects feel like you truly “get them,” they’ll be far more inclined to choose you as their partner.
   

By implementing these practices, you create a virtuous cycle: better intelligence -> better personalization -> higher engagement -> more closed deals -> more data on what works -> even better intelligence, and so on.

(Below: An infographic illustrating the importance of persistence in outreach – a critical component of multi-touch strategy. Notice how the vast majority of sales require multiple follow-ups, yet most reps give up too soon. Data-driven lead intelligence can help your team know who and when to follow up, preventing missed opportunities.)

Source: ProfitOutreach, 2025. 80% of sales require at least 5 follow-ups to close, yet an estimated 92% of salespeople quit after 4 or fewer attempts (2). Leveraging lead intelligence ensures you can plan and personalize sustained outreach sequences that push past these common drop-off points and convert more leads into deals.

Martal: Your Partner for Data-Driven Lead Generation 

In the era of data-driven personalization, having the right partner can make all the difference. That’s where we come in. Martal offers an end-to-end B2B lead generation tool that blends cutting-edge AI with human expertise. Our omnichannel strategy covers everything from cold emailing and cold calling to LinkedIn outreach, appointment setting, and beyond – all orchestrated in a cohesive campaign to maximize engagement. Unlike siloed providers, we don’t treat these as standalone tactics; we integrate them into a unified approach so prospects experience consistent, personalized touchpoints across channels.

With Martal’s team and platform working for you, it’s like gaining an elite extension of your sales team. We handle the heavy lifting of prospecting – building targeted lists using intent signals, crafting tailored messaging, and reaching out persistently – so your team can focus on closing deals. Our strategy is proven by 15+ years in the industry and the growth of over 2,000 B2B clients worldwide (3). We’ve honed how to turn lead intelligence into actual sales conversations, repeatedly and predictably.

What sets Martal apart? For one, our omnichannel AI sales platform is trained by real sales veterans, meaning it operates with strategies that have been battle-tested in the field. This results-driven AI, combined with our seasoned SDRs and account managers, yields higher-quality leads and higher conversion rates for our clients. We also invest in B2B sales training through Martal Academy, ensuring our team (and even our clients’ teams) stay on the cutting edge of outreach techniques and personalization methods. From the latest social selling tactics to effective call scripts, we share our knowledge to elevate every interaction with your prospects.

When you partner with Martal, you’re not buying software – you’re gaining a growth partner committed to your revenue goals. Whether you need to jumpstart pipeline generation, penetrate a new market, or scale up outbound results, we have the resources and expertise to make it happen. And we do it while maintaining your brand’s voice and integrity, never resorting to spammy or one-size-fits-all plays. Our approach is highly customized to your ideal customer profile and value proposition.

Ready to transform your sales results with data-driven precision? Let’s talk. We invite you to book a free consultation with our team – no strings attached. We’ll assess your current lead generation process and show you how Martal’s omnichannel AI-powered approach can fill your calendar with sales-qualified meetings. If you’re looking for the best partner to help you capitalize on lead intelligence and turn it into closed deals, we’re confident Martal can deliver. Together, let’s turn your data into revenue and hit those growth targets.

References

1. McKinsey & Company
2. Profit Outreach
3. Martal AI SDR Platform
4. Floworks
5. Leadsforge
6. Sales forge
7. Salesforce
8. HubSpot