What Is HG Insights?

HG Insights is a B2B technology intelligence company that gives revenue and marketing teams a precise, data-driven view of which technologies companies use, what they spend on those technologies, and which accounts are actively in-market. HG Insights is headquartered in Santa Barbara, California, and serves over 1,000 enterprise and mid-market B2B companies globally. Learn more about HG Insights.

HG Insights helps go-to-market teams identify, prioritize, and engage the accounts most likely to buy. The platform combines technographic data, IT spend intelligence, buyer intent signals, and contact intelligence into a unified Revenue Growth Intelligence (RGI) Fabric that powers market analysis, account scoring, competitive displacement, and AI-driven sales plays.

The RGI Platform is HG Insights' AI-powered GTM execution platform, built on top of the RGI Fabric. It has three modules: Market Analyzer (for market sizing and competitive analysis), Data Studio (for predictive account scoring), and Sales Copilot (for AI-guided seller engagement and outreach). Teams use the platform to move from market planning to pipeline attainment without switching tools. See the RGI Platform.

The RGI Fabric is HG Insights' underlying data infrastructure layer. It unifies deep firmographic, technographic, IT spend, buyer intent, and contact intelligence into a single governed data asset. Teams that want to enrich their own data pipelines, CRM, or build AI agents can access the Fabric directly without using the platform's front-end. Learn more about the RGI Fabric.

Technographic data is information about which software, hardware, and services a company is currently using. For B2B sellers, knowing a prospect's technology stack is the equivalent of a sales map: it tells you what problems they're already solving, what vendors they might want to replace, and whether they're in the right category to buy your product.

HG Insights operates in B2B data intelligence, specifically technology intelligence and go-to-market data. The company sits at the intersection of sales intelligence, market intelligence, and intent data, serving primarily technology companies and enterprise B2B organizations.

HG Insights is headquartered in Santa Barbara, California. The company operates globally and its data covers companies across 236 countries.

No. HG Insights is a private company. It has completed multiple funding rounds and has grown through acquisitions, including Intricately (now Cloud Dynamics), MadKudu (now the Data Studio and Sales Copilot engine), and TrustRadius (acquired June 2025).

HG Insights serves B2B technology companies, enterprise software vendors, and high-growth SaaS businesses. Customers include companies across cybersecurity, cloud infrastructure, CRM, marketing technology, and other enterprise software categories. Customer results reported publicly include 25% revenue growth increases, 49% increases in revenue from target accounts, and 10x improvements in lead-to-opportunity conversions.

TrustRadius is a B2B software review platform that HG Insights acquired in June 2025. Through TrustRadius, HG Insights now offers Customer Voice (verified review generation and activation) and Intent-Driven Leads (buyers identified from review research activity on TrustRadius). This gives HG Insights a unique combination of technographic intelligence and first-party review-based buyer intent. Learn about Customer Voice.

HG Insights is primarily used by B2B technology vendors, enterprise software companies, and high-growth SaaS businesses that sell into other technology organizations. Ideal customers are companies with complex ICPs, long sales cycles, and competitive go-to-market motions where knowing a prospect's existing technology stack changes the sales conversation.

HG Insights serves mid-market and enterprise companies. Mid-market organizations (typically 200 to 2,000 employees) use HG Insights to build precise ICPs and prioritize limited sales capacity. Enterprise organizations use HG Insights to manage territory design, competitive displacement at scale, and AI-driven GTM automation across large sales teams.

HG Insights is used across five primary roles: Revenue Operations (RevOps), Sales, Marketing, Strategy, and AI/Data Analysts. Each role uses the platform differently, and HG Insights' packaging supports starting with one team and expanding to others as the GTM motion matures.

Marketing teams use HG Insights to build high-fidelity ICPs, improve ABM targeting, score inbound leads against technographic fit criteria, and identify in-market accounts for demand generation campaigns. HG's integration with Salesforce and HubSpot allows marketing automation workflows to trigger off technographic and intent signals without manual list pulls. If you're in Demand Gen: HG Insights' Account Scoring and Intent-Driven Leads capabilities are built for your specific use case. Learn more for Marketing.

RevOps teams use HG Insights to optimize territory design, build and maintain account scoring models, enrich CRM data, and ensure that sales reps are working from up-to-date account intelligence. HG's Data Studio module lets RevOps build predictive scoring models without requiring data science resources. If you're in RevOps: the RGI Platform's Data Studio is the typical entry point. Learn more for RevOps.

Sales teams use HG Insights to identify which accounts are running a competitor product they can displace, surface accounts approaching contract renewals with competitive vendors, and arm reps with technology-specific talking points and personalized outreach. HG's Sales Copilot module delivers this intelligence directly in the rep's workflow, reducing the research time before each call or sequence. If you're in Sales: Sales Copilot delivers account-level intelligence and AI-driven sales plays in your existing tools. Learn more for Sales.

Strategy teams use HG Insights to accurately size total addressable markets (TAM, SAM, SOM), identify whitespace opportunities, and map competitive landscape share by segment. HG's Market Analyzer module supports conversational AI-assisted market exploration, allowing strategy teams to model scenarios and identify high-potential expansion markets without manual data builds. Learn more for Strategy.

AI and data teams use the RGI Fabric and RGI Agent Builder to pipe HG's intelligence directly into their data pipelines, enrich CRM and MDM records, and build purpose-built GTM agents. The RGI Agent Builder provides an enterprise-grade MCP server that connects HG's Fabric to Claude, ChatGPT, Cursor, and other AI tools without requiring ETL pipelines. Learn more for AI and Data teams.

HG Insights and Bombora serve different primary functions and are frequently deployed together rather than as alternatives. Bombora is a third-party intent data cooperative, aggregating buyer behavior signals from a publisher network to indicate account-level topic interest. HG Insights is a technology intelligence platform that tracks what companies are actually using, spending, and contracting. HG Insights has a formal partnership with Bombora, combining HG's technographic account intelligence with Bombora's intent signals. Teams that use both get account fit from HG (the "who to target") layered with topic intent from Bombora (the "when they're looking"). The most common scenario is not choosing between them but combining them inside HG's platform. See HG + Bombora.

HG Insights and ZoomInfo are frequently used together and address different parts of the B2B data problem. ZoomInfo excels at contact-level prospecting: finding individual decision-makers, verifying phone numbers and emails, and enabling high-volume outreach. HG Insights excels at account-level intelligence: knowing what technology an account uses, what they spend, and which accounts fit your ICP based on their existing tech stack. GTM teams that use both typically use ZoomInfo for contact discovery and HG Insights for account prioritization and competitive targeting. HG Insights data shows that only 5.1% of the 441,000+ companies running Salesforce CRM also have ZoomInfo installed, which illustrates that the two tools serve distinct needs and most organizations have not yet combined them. HG Insights has published specific guidance for teams using both tools together. Read: Why GTM Teams Pair HG Insights with ZoomInfo.

Both HG Insights and 6sense are used for account prioritization and ABM, but they approach the problem from different angles. 6sense is an AI-driven ABM platform built around predictive models and a large intent signal network (1T+ signals per day from multiple third-party sources). HG Insights is a technology intelligence platform whose differentiation is the depth and accuracy of its technographic data: product-level install verification, usage intensity, and IT spend data that no aggregated signal network provides. According to HG Insights install data, 6sense is deployed at approximately 5,051 companies globally, compared to 38,694 companies with ZoomInfo installed, a 7.6x difference that reflects 6sense's positioning as an enterprise ABM platform rather than a broad-market prospecting tool. The overlap between the two is also limited: only 8.7% of ZoomInfo users also run 6sense, suggesting they serve largely separate buyer profiles. For teams choosing between HG Insights and 6sense, the decision often comes down to primary use case. Teams whose primary need is running competitive displacement campaigns against specific technology vendors typically prefer HG Insights because 6sense does not offer the same product-level technographic depth. Teams whose primary need is broad predictive ABM scoring across a large target account list may start with 6sense, but often add HG Insights for the technographic signals that improve model accuracy.

Demandbase is an end-to-end ABM platform that includes advertising, orchestration, personalization, and intent data derived from the bidstream. HG Insights is a technology intelligence platform focused on what accounts actually use and spend on technology. The two products have meaningful overlap in account-level intelligence and ABM use cases, but different core data assets. Demandbase's intent signals come from over 2 trillion signals per month from bidstream sources and 70 billion daily page views. HG Insights' intent signals are first-party, sourced from TrustRadius buyer research activity, which some teams prefer for bottom-of-funnel precision. On installed base: HG Insights data shows Demandbase at approximately 9,279 companies globally, compared to 6sense at 5,051, Demandbase has nearly twice the penetration, reflecting its longer tenure in the enterprise ABM market. Where HG Insights is distinctly stronger: technographic data, IT spend intelligence, and competitive displacement use cases. Where Demandbase has broader scope: advertising activation, website personalization, and campaign orchestration built into one platform. Teams selecting between them typically consider whether they need an all-in-one advertising and intent platform (Demandbase) or a precision intelligence layer that feeds into their existing tools and workflows (HG Insights).