If you're leading a B2B go-to-market (GTM) team and need more than “spray and pray” tactics, you’ve probably looked at a few data tools. Maybe you’ve heard about Hginsights and you’re wondering: what’s actually useful, and what’s just marketing noise? This guide cuts through the fluff and gets real about which features of Hginsights can actually help your team hit targets (and which to ignore).
Why Data-Driven GTM Needs More Than Just Lists
Let’s be honest: most B2B data platforms promise the world and deliver…a giant CSV. But if you want to drive ROI, you need more than a list of companies. You need context—who’s worth targeting, when, and with what message.
Hginsights pitches itself as the answer to data-driven GTM. But which parts really matter? Here’s what to pay attention to.
1. Technographic Data: The Real Core Value
What it is
Hginsights is best known for technographics—basically, intel on what tech a company is using. This goes way deeper than just knowing a company’s size or industry.
Why it matters
- Lets you target companies using (or replacing) specific software—ideal if you compete with or integrate into those tools.
- Helps sales avoid bad-fit accounts. No more chasing companies that don’t use the right stack.
- Gives marketers hooks for messaging that actually lands (“We help Salesforce users do X…”).
Honest take
Technographics are Hginsights’ bread and butter. If your GTM depends on knowing who uses what, this is the main reason to buy in. The data is pretty solid, but don’t expect miracles. It won’t tell you who’s unhappy with their tools or who’s about to churn. Still, it beats static firmographics by a mile.
What to ignore: If your product doesn’t depend on a company’s tech stack, this feature is less useful. Don’t buy it just because it sounds cool.
2. Market Sizing and TAM (Total Addressable Market) Analysis
What it is
Hginsights helps you define and size up your TAM based on real tech usage, not just generic industry codes.
Why it matters
- Cuts out the guesswork. You’re not just saying “mid-market finance companies”—you’re saying “mid-market finance companies running Oracle, but not Salesforce.”
- Prioritizes the accounts most likely to buy, so you don’t waste cycles on the wrong targets.
- Helps with internal buy-in. It’s easier to get budget when you can show exactly how many targets fit your ICP.
Honest take
The TAM tools are way more actionable than fluffy, top-down market sizing reports. But don’t get too granular—if you slice your market 50 ways, you’ll end up with a list too small to matter. Use this for focus, not tunnel vision.
Pro tip: Use this data to work backwards—start with closed-won deals and see what tech patterns emerge, then build your TAM from there.
3. Intent Data: Signal…With Caveats
What it is
Intent data tries to tell you who’s “in market”—which companies are showing buying signals based on online research or content consumption.
Why it matters
- Lets sales and marketing prioritize outreach to accounts actually looking for solutions.
- Can drive smarter ad targeting or email campaigns.
Honest take
Intent data is the most overhyped feature in the GTM tech stack. Hginsights’ intent signals are decent, but far from magic. Sometimes you’ll hit gold—a prospect just started researching your category. More often, the signals are vague (“someone at this company read a blog post about cloud security”). Treat intent as a hint, not a fact.
What to ignore: Don’t let your SDRs treat intent scores as gospel. Use it to prioritize, but don’t give up on accounts just because their score is low.
4. Advanced Segmentation and Filtering
What it is
You can slice and dice accounts by a ton of criteria: tech stack, company size, region, growth signals, and more.
Why it matters
- Lets you build laser-focused lists for campaigns or sales territories.
- Supports ABM (Account-Based Marketing) by narrowing in on your “bullseye” accounts.
- Helps reps focus on high-fit prospects, not just whoever’s next in Salesforce.
Honest take
This is simple, but powerful. The more ways you can filter, the better you can align your campaigns with reality. But don’t get carried away—over-filtering can leave you with lists too tiny to matter.
Pro tip: Pair segmentation with your actual sales history. If your best customers all use a certain tech, double down on that pattern.
5. Data Integration: Bringing It Into Your Workflow
What it is
Hginsights offers integrations with CRMs (like Salesforce), marketing automation, and BI tools.
Why it matters
- Puts technographics and market data right where your team works—no more exporting and importing spreadsheets.
- Helps sales and marketing stay on the same page about targeting.
Honest take
Integration is only as good as your process. If you don’t have clean CRM data, Hginsights will just add another layer of confusion. But if you’re disciplined about process, the integrations save a ton of manual work.
What to ignore: Don’t expect plug-and-play magic. There’s always some setup and cleanup required.
6. Opportunity Scoring and Predictive Models
What it is
Hginsights offers models that try to score and prioritize accounts based on their likelihood to buy, using a mix of tech, intent, and firmographic data.
Why it matters
- Gives sales a starting point for outreach.
- Can help focus limited resources on the best bets.
Honest take
Predictive scoring is a “nice to have,” not a silver bullet. The models are only as good as your historical data—and most B2B teams don’t have enough wins (or losses) for truly accurate AI. Treat these scores as suggestions, not orders.
What to ignore: Don’t let the models replace human judgment. The best reps will still do their own research.
What Doesn’t Move the Needle (and What to Watch For)
Hginsights has a lot of features, but not all are game-changers:
- Org charts and contact info: It’s table stakes now. Every vendor does it. Don’t pay a premium for this.
- “AI-powered” recommendations: Check how these are built. If you can’t see the logic, they’re probably not worth much.
- Fancy dashboards: Useful for a quick look, but don’t let pretty charts distract from the real work—building and working lists.
Getting Real ROI: Simple Steps for B2B GTM Teams
If you’re thinking about using Hginsights, here’s how to actually get value:
- Start with your ICP (Ideal Customer Profile). Define it based on real tech patterns from your best customers.
- Use technographics and segmentation to build focused lists. Don’t just “boil the ocean.”
- Layer in intent data for prioritization, not exclusion. It’s a nudge, not a rule.
- Integrate data where your team lives (CRM, marketing tools). No one likes manual imports.
- Test and iterate. See what data actually predicts sales for you—and ignore what doesn’t.
The Bottom Line: Keep It Simple, Test, and Ignore the Hype
Hginsights is strongest when you use it to sharpen GTM focus—especially if your product depends on the tech stack of your buyers. Don’t get lost in the weeds or chase shiny features. Start simple, use what’s actionable, and tweak as you go. Most teams get ROI not from fancy dashboards, but from targeting the right accounts, with the right message, at the right time. That’s where Hginsights can actually help.