Using the HG Insights Platform as the primary firmographic base for building or matching account lists that meet criteria for any given campaign
August 13, 2025
Using the HG Insights Platform as the primary firmographic base for building or matching account lists that meet criteria for any given campaign
Score 8 out of 10
Vetted Review
Verified User
Overall Satisfaction with HG Insights Platform
We use install and intent data to help feed our propensity models and gauge what accounts are interested in speaking about and what problems they may have that need solving. We also use the HG Insights Platform as the primary firmographic base for building or matching account lists that meet criteria for any given campaign. When consolidated with our own data base as well as a few other brokers we find that we have a good overall feel on where any one account might be in a buying cycle.
Pros
- Split of Intent between Evaluating and Researching
- Wide range of products available in the technographic data
- Accurate firmographic information
- Expansive number of estimated budgets
- Cloud Relationship of an account
Cons
- integration with SFDC could be better
- Sometime provides back an incorrect/no match when a better is available from an uploaded file, though this is getting slightly better
- A way to gauge how many hits you will get off an intent topic before selecting them so you don't feel like one is going to waste could be useful.
- I don't massively get involved in financial matters, but the propensity models we use internally to help run our campaigns are certainly a big factor when our sales people approach our clients.
- Every campaign sold now comes with a flat data fee for us to run and use a propensity model for the activity we complete on behalf of our clients.
- Whilst the client will never see the raw data behind the model (of which HG does play a part along with our other data sources) they are briefed on the methodology and reasoning behind them.
Not applicable as an integration is currently happening. We consolidate different data sources in excel so no true integration, just a manual consolidation. We have currently not integrated any systems and pull the data in Excel and then consolidate with our other vendors. We have looked at the integration with SFDC (which is still being rolled out), but it doesn't quite meet our needs when we want to run propensity models using multiple data sources in tandem with HG. Our current CRM does not have the capability to ingrate well with most platforms
- SFDC
- Data Cloud
To a certain extent they do, but not in a way that we can get the full benefit out of the platform.
We looked at the HG Insights Platform when we felt the firmographic and intent engine behind ZoomInfo was insufficient. HG proved to have a much wider coverage of both sets of data and set the base for how we run our now integral propensity models. We have since started working with more data vendors to give us more information across an account that can be backed up by multiple sources.
We have evaluated all of these vendors and some are used in tangent with the HG Insights Platform. We found that for technographic data in particular HG gave the best coverage, but a few of these do help "fill the gaps" when occasion calls. We also use multiple intent engines to help verify trends rather than being reliant on one platform. Other vendors also offer contact data as well which is integral for our outbound marketing campaigns which HG does not cover. Overall HG does perhaps stack up better than some of these however, it is only one source of data and using multiple is necessary to give a reliable result.
Do you think HG Insights Platform delivers good value for the price?
Not sure
Are you happy with HG Insights Platform's feature set?
Yes
Did HG Insights Platform live up to sales and marketing promises?
Yes
Did implementation of HG Insights Platform go as expected?
Yes
Would you buy HG Insights Platform again?
Yes
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