Modern B2B prospecting is a data problem before it's an outreach problem. The reps who consistently outperform don't have better scripts — they're working better lists. This lesson introduces the data stack that powers intelligence-driven prospecting.
Firmographic data is the foundation: industry, company size, revenue, geography, growth rate, ownership type. It tells you whether a company fits your ICP. This is table stakes — every serious GTM team has this.
Technographic data goes deeper: what software does the company use? Tools like BuiltWith, Clearbit, and G2 maintain databases of company technology stacks. Technographics tell you whether a prospect uses complementary tools (a fit signal) or competing tools (a displacement opportunity).
Intent data answers the timing question: is this company actively researching a solution like ours right now? Third-party intent data (Bombora, G2 Buyer Intent) aggregates content consumption signals across the web. First-party intent data — website visits — is more precise but only covers your own site.
Behavioral data is the most actionable layer: what specific actions has a company taken that signal purchase readiness? Website visits, pricing page views, return sessions, demo video watches — these are observable behaviors that indicate active evaluation.
Start with firmographics to filter for fit. Layer technographics to refine. Use intent data to prioritize timing. Use behavioral data to trigger immediate action. This sequence ensures you're not wasting time on companies that aren't ready, while never missing a company that is.
Visitor intelligence — identifying visitors coming to your website — is the highest-signal behavioral data available because it's from your own site. A company spending 12 minutes on your pricing page is more intent-rich than any third-party signal. In the next lesson, we'll explore exactly how to interpret these signals and incorporate them into your prospecting workflow.