Unlocking the B2B Data Trifecta: 7 Ways HG Insights Supercharges Smarter GTM Decisions

If you're a B2B CMO, you’ve probably noticed a frustrating trend: you have more data than ever, yet making confident, strategic decisions feels harder than it should. From misaligned sales and marketing motions to campaign performance that looks good on paper but doesn’t convert, the issue is clear. Marketers are drowning in data but starving for insight.

Enter HG Insights, now led by CEO Rohini Kosturi. While historically known for technographic and firmographic intelligence, HG Insights is undergoing a transformation. With the recent acquisitions of TrustRadius and MadKudu, it’s evolving into a comprehensive go-to-market (GTM) intelligence platform. According to Kosturi, the mission is straightforward: “We want to help companies answer one core question: ‘Where should we go to market next?’”

So what does this mean for CMOs? In short, smarter, faster decisions across every GTM motion. Here are seven ways HG Insights’ expanded capabilities can help you rethink your data strategy and drive better marketing outcomes. 

1. Precision Targeting: From TAM to In-Market Accounts

Let’s start with the basics. Building a total addressable market (TAM) is table stakes. The real magic lies in identifying who is in-market now—and what they’re looking for.

HG’s legacy strength in technographics, combined with firmographics and contextual buying signals, lets marketers get laser-focused. “If you’re thinking about expansion, you want to know: which markets are ripe, and which segments are warming up?” says Rohini. “We can show you not just who fits your ICP, but who is likely to buy now.”

This insight allows marketers to go from broad-based lead generation to hyper-targeted campaigns that actually convert. Less spray and pray. More revenue.

2. Go Beyond Intent: Predictive Buying Propensity with MadKudu

Intent data can be powerful—but it’s not enough. Just because someone visits a few pages or downloads a whitepaper doesn’t mean they’re ready to buy. That’s where MadKudu steps in.

With MadKudu’s predictive scoring engine now part of the HG portfolio, marketers can prioritize accounts and leads based on actual purchase propensity. “Marketers often spend so much time chasing the wrong leads,” Kosturi notes. “What MadKudu brings is a layer of intelligence that scores leads and accounts based on how likely they are to convert—based on real engagement and historical performance.”

This isn’t about gut feel. It’s about letting the data tell you where to place your bets.

3. Build GTM Alignment Across Sales, Product, and Marketing

Ask any seasoned CMO what keeps them up at night, and “alignment” is bound to come up. Misalignment between sales, marketing, and product teams costs time, money, and momentum.

HG Insights helps bridge those gaps. Kosturi puts it simply: “GTM is a team sport. And we want to be the connective tissue that brings sales, marketing, product, and customer success together with shared insights.”

Whether it’s identifying the best-fit accounts, building product roadmaps informed by market needs, or tailoring enablement assets, HG’s data becomes the common language across departments. It’s a powerful antidote to the silos that too often stall growth.

4. Supercharge ABM with Voice-of-Customer Insights from TrustRadius

TrustRadius brings a new layer to HG’s platform—authentic customer voice data.

“Buyers trust buyers. They want to hear from people who’ve been in their shoes,” Kosturi says. “With TrustRadius, marketers can understand what real users are saying, what features matter, and how different personas talk about your product.”

This qualitative data is a goldmine for messaging, content, and persona development. Instead of guessing what your audience cares about, you can hear it straight from the source. You can also use peer reviews to validate your value proposition or uncover friction points you didn’t know existed.

When integrated into your ABM programs, this insight gives you the edge in creating messaging that resonates.

5. Smarter Segmentation, More Impactful Campaigns

Imagine building campaigns where every segment is defined not just by company size or industry, but by actual intent, technology usage, behavioral data, and purchase readiness.

That’s now possible with HG’s combined data stack.

“We’re moving marketers from static lists to dynamic prioritization,” Kosturi explains. “The more signals you have, the better you can segment—and the better your outcomes.”

This allows CMOs to finally shift away from one-size-fits-all messaging. Instead, they can tailor campaigns with nuance, relevance, and purpose.

6. Budget Smarter: Optimize by Propensity and Pipeline Potential

Let’s face it: marketing budgets are under pressure. Every dollar needs to work harder. But traditional funnel metrics often tell an incomplete story.

With HG and MadKudu together, CMOs can now analyze not just how many leads or accounts a campaign generates, but how much revenue potential those leads carry.

“Instead of measuring MQLs, you can measure business impact,” Kosturi says. “If a campaign drives 100 leads, but only 10 are likely to buy, wouldn’t you rather have a campaign that gets 30 qualified ones?”

This insight allows CMOs to stop wasting spend on channels or audiences that don’t convert—and double down on what works.

7. Future-Proof Your Data Stack Without More Complexity

Most CMOs are not looking to add more tools to their tech stack. They want integrated platforms that reduce friction and drive outcomes.

Kosturi gets this. “The goal is not to give marketers more dashboards. The goal is to give them confidence,” she says. “We’re building a GTM intelligence platform that brings together the data they need in one place.”

With technographics, intent, review insights, and predictive scoring under one roof, HG Insights is positioning itself as a strategic ally—not another vendor to manage.

As the marketing landscape grows more complex, this kind of consolidation isn’t just helpful. It’s essential.

So, Who Exactly Is HG Insights (and Why Should You Care)?

In case you’re new to HG Insights, here’s the quick rundown. The company established its reputation by providing in-depth technographic and firmographic data to help companies identify the technologies their prospects use and where market opportunities lie.

Now, with the acquisitions of TrustRadius and MadKudu, HGI is turning into a GTM intelligence platform that offers:

• Real-time purchase propensity scoring (MadKudu)
• Voice-of-customer and peer review insights (TrustRadius)
• Rich technographic and firmographic targeting (HG Insights core)

For B2B marketers, that translates into better segmentation, more aligned campaigns, and higher-performing GTM strategies.

Final Thought: The New CMO Mandate—Insight-Driven Everything

The modern CMO’s role is part scientist, part storyteller, and part strategist. And in this high-stakes environment, guesswork is no longer an option.

“You can’t rely on lagging indicators,” Kosturi says. “You need proactive insight. You need confidence to move fast and execute precisely.”

That’s what this new HGI platform promises: a unified source of GTM intelligence to help you decide where to go next, how to get there, and what will work.

If your team is still cobbling together disconnected data sources or chasing every intent signal like it’s a sure bet, it’s time to rethink your approach. The future belongs to marketers who lead with insight and execute with precision.

Disclosure: HG Insights is the Official GTM Partner of CMO Huddles, the owner of this website.