B2B Data Research Terms
Definitions of key terms used in B2B data research, enrichment, and prospecting.
Auto-refresh
Kuration re-crawls your sources on a set schedule, keeping your databases current without manual exports or re-runs.
Learn more →B2B Data Research
The process of identifying, extracting, and enriching company and contact information for business-to-business sales, marketing, and intelligence purposes. Kuration automates this process using AI agents.
Confidence score
A percentage indicating how likely an extracted data point (email, phone, company match) is to be accurate. Higher scores indicate verification from multiple independent sources.
CRM-ready list
A structured export containing company names, decision-maker contacts, verified emails, and enrichment data — formatted for direct import into HubSpot, Salesforce, or other CRMs.
See integrations →Custom database
A proprietary prospect database built specifically for your target market, from sources unique to your research. Unlike shared databases (Apollo, ZoomInfo), custom databases give you data competitors can't replicate.
Learn more →Data edge
A competitive advantage built from proprietary data sources. Your data edge is the gap between what you know and what your competitors can access — built from custom research, not shared databases.
Read our manifesto →Decision-maker enrichment
The process of finding the right person at a target company — by title, department, or seniority — and adding verified contact details (email, phone, LinkedIn).
See template →Event intelligence
Structured data extracted from event ecosystems: who sponsors which events, who exhibits where, who speaks about what, and how participation patterns change over time.
Learn more →Exhibitor list
A directory of companies exhibiting at a trade show or conference. Kuration extracts these from event websites, PDFs, and uploaded CSVs — enriched with decision-maker contacts.
Try the template →Firmographics
Company-level data points: industry, headcount, revenue estimate, headquarters location, founding year, tech stack. Used to qualify and prioritize prospects against your ideal customer profile.
Fill rate
The percentage of records in a list that have a given field successfully populated. For example, a 78% email fill rate means 78% of companies had a verified email found. Higher fill rates = more usable data.
ICP (Ideal Customer Profile)
A description of the perfect-fit company for your product or service — defined by industry, size, geography, behavior, and other attributes. Kuration uses your ICP to score and prioritize prospect lists automatically.
ICP scoring
An AI-powered process that evaluates every prospect against your ideal customer profile, assigns a fit percentage, and explains the rationale. Helps sales teams focus on the top 20% of prospects.
See template →Intent signal
A behavioral indicator that a company is likely in-market for a solution. In Kuration's model, offline signals (sponsoring an event, exhibiting at a trade show) are high-intent signals that databases don't capture.
Lead scoring
The process of ranking prospects by their fit and likelihood to convert, based on firmographic, demographic, and behavioral data. Kuration's AI scoring uses plain-English ICP descriptions rather than rigid rule-based filters.
See template →Live source
A data source that is extracted in real-time (at the moment of your query), as opposed to a pre-crawled database. Kuration sources are live — extracted when you run the research, not pulled from a cached database.
Managed services
A service model where Kuration's team builds, enriches, and maintains custom databases on your behalf. You describe your ideal customer profile, we deliver fresh prospect lists on your chosen cadence (weekly/monthly). From $2,000/month.
Learn more →Offline data
Prospect information that exists in real-world sources not indexed by standard databases — event sponsor pages, trade show directories, government business registries, Google Maps, and PDF documents. The highest-signal B2B data in many markets.
Prospect database
A structured collection of companies and contacts targeted for outreach. In Kuration's model, a prospect database is custom-built from your specific sources, rather than rented from a shared data provider.
Sponsor prospecting
The practice of identifying companies that sponsor industry events as high-value outreach targets — since sponsorship indicates deployed budget and active market presence.
See template →Technographics
Data about the technology stack a company uses — software tools, programming languages, cloud providers, CRM platforms. Used to qualify prospects based on technical fit or compatibility.
Verified email
An email address that has been confirmed as deliverable through SMTP verification or third-party validation. Kuration delivers verified emails to reduce bounce rates and protect sender reputation.
Waterfall enrichment
An enrichment method that checks multiple data providers sequentially for each contact. If Provider A doesn't have the email, Provider B is tried, then C — maximizing fill rates automatically across 200+ tools.