Frequently Asked Questions


What is InsightBase?

InsightBase is our self-service account acceleration platform that leverages the power of intent data to give your sales and marketing teams one of the most powerful lead generation and management solutions available. Learn more about InsightBase.

What does InsightBase do?

InsightBase feeds into your marketing automation or CRM platform. We verify the phone numbers and email addresses for contacts at those locations for accuracy. InsightBase associates contacts with the domain location that it has identified a spike in activity around the topics you have included with your campaign.

What is TripleCheck for contacts?

There are three components that make up our TripleCheck Verification Process:

  • We use proprietary algorithms to screen out inaccurate records, so only real business emails get delivered to you.
  • We verify through social media to confirm correct company affiliation.
  • We tele-verify business card information for completeness and up-to-date accuracy.
How do I use the data I get from InsightBase?

The InsightBase platform automatically monitors and organizes behaviors across all of our sources and catalogs it in our ActiveBase℠ data repository. We then mine ActiveBase℠ for spikes in topic-specific interest for B2B sales and marketing teams.

Now you can identify the companies and contacts that are actively interested in your product or topic.

Do I own the data?

InsightBase is a subscription model and we lease the data to our users. With your subscription model, you have full access to company, contact, and InstallBase℠ technology information to use with your digital marketing stack.

Can I upload data into InsightBase?

Yes, a user can upload a CSV file of domains or DUNS numbers, (if you are a Dun and Bradstreet customer) to be used in the buildout of an intent campaign in InsightBase. An uploaded list can be used to prioritize a named account list or as a suppression list to source net new accounts.

With what types of solutions can I use InsightBase data?

InsightBase is vendor neutral in the digital marketing and data space. We want you to have the choice to pick best of breed solutions that work best for your organization. InsightBase can work with any solution that can ingest a CSV file (predictive analytics, programmatic, data warehousing, marketing automation platforms, CRM). As your digital marketing landscape continues to evolve, InsightBase can serve as a foundation piece that makes your stack work better and faster.

Demand Generation

What is PersonaBase?

PersonaBase generates demand generation using intent signals from our InsightBase Version 3.0 account acceleration platform. We customize email campaigns using your specific marketing and sales goals. Then, we feed these qualified contact records directly into your CRM or marketing automation platform. Learn more about PersonaBase.

What is ActiveBase?

ActiveBase verifies and qualifies contact records in person over the phone, then feeds them directly into your CRM or marketing automation platform. You get four highly qualified levels of delivery:

  • Prospecting: Responded to our telephone offer to download a white paper.
  • Marketing Intelligence: Answered a profiling question such as “Who is your current service provider?”.
  • Marketing Qualified: Answered a profiling question and a pain-point question.
  • Sales Qualified: Specified an intent to review or replace their current solution in the next 12 months. 100% quality-checked.

Learn more about ActiveBase.

Our Data

Where does True Influence get its data?

True Influence partners with industry-leading data companies to collect intent (behavioral), contact (business card), and technology (installation) data. We get our data from thousands of B2B media and publishers websites, which we monitor over 60 billion behavioral insights and associate those with over 2 million company domains. We also compile contact data from premier B2B data suppliers and verify its accuracy.  Our company reference file comes from Dunn and Bradstreet.  The majority of our intent data comes from Bombora.  Our installed technologies come from Aberdeen.

See a selection of our data providers

What kind of data makes up InsightBase?

Intent signals, technology installs, and contacts are the three components that make up the database that fuels InsightBase. We compile this data from our third-party suppliers, verify the data, and act as the intersection point between these three types of databases. Then we produce correlated, consumable data to fuel digital marketing strategies around named account lists, display ads, marketing automation, and analytics.

How often do you update intent signals?

We are compiling up to 260 million new intent signals each day. We match these intent signals to the company domain and release the updated daily match on a weekly basis.

What does the workflow of data look like?

We source data from multiple behavioral providers and contact data providers in a raw file format. The behavioral data is computed based on topic-activity-level spikes at company locations. The contact data is normalized, de-duped and validated. From there, the behavioral data and contact data is put into a structured environment, Google Big Query, where we correlate all the data for consumption of our end users or for our lead delivery services.

Who are your data providers?

We partner with multiple data providers to provide a best-of-breed solution that overlays several sources of technology, contact, and behavioral information. Learn more about our data partners. 

What is the difference between InsightBase and predictive analytics? Don't both use intent data?

Some of the key differentiators of InsightBase are:

  • We use regression analysis to determine the increase in activity at a domain location against topics.
  • InsightBase is ingesting web behavior from thousands of B2B media and publisher sites, not looking within a closed system or just what is going on within your site. InsightBase is looking at what companies are doing at the top of the funnel.
  • InsightBase falls into the category of intent monitoring. We are compiling user-based web interactions to determine what the interest is in an organization — just the facts.
  • InsightBase could be used as a complement to a predictive solution. After you complete predictive scoring your accounts you could upload the list into InsightBase to prioritize which of the those scored accounts are in-market now.

Data Integration

Is my only option to download CSV files for domains and contacts?

No! We also have API integrations with Eloqua, Marketo, SalesForce, Hubspot, and a REST API to access companies and leads.

What if InsightBase doesn't have and API connector to vendor I want to push data to?

We have a custom API that is an Open REST API. If there is a vendor you wish to push data to in real-time, we can use that API token to authenticate and test the mappings of where you would like the data to flow into.

Intent Signals

What kind of intent signals do you monitor?

We get our True Influence Intent Signals™ from many sources including web pages visited, search, impressions, email, and webcast registrations. We then process these to make it easier for our customers to find out who the contacts in the companies are, what their interests are, what their needs are, and how they want to engage. Signal data is also derived from the content your prospects consume such as blogs and online publications read, videos watched, and the like.

Are these actual contacts that generate the signals?

We work with anonymous data. We know the location of where the signal has come from based on the city, state, and domain. Since we know the location of the signal, the spike level, and the topics around the web behavior, we can infer that a contact at that location with the appropriate job level and function would be a good place for you to engage.

How do I know what topics are trending across industries?

The Topic Insights report shows you which topics are spiking in specific industries. This allows you to determine a fact-based strategy of how to tag your content (white papers, blogs, videos, etc.) to generate a higher lift engagement from emails sent via a marketing automation platform, or content within programmatic display.

Is there a report that shows what type of web interaction(s) (emails open, web cast registrations, etc.) contributed to the change in activity around topics?

We do not have any reports that show the specific web interactions that contributed to the change in activity level. We only compile the topic, domain and location, and we measure that against the six-month baseline for trend analysis.

What is the Relevance Engine?

The Relevance Engine supports InsightBase by identifying meaningful spikes in interest in a given topic or product category, supporting both account-based marketing and marketing automation outreach campaigns, among other uses. Learn more about the technology behind the Relevance Engine.

Topics and Categories

Can you explain your topic dictionary?

For every signal we monitor, we’re listening for 4,000+ granular B2B topics. We will assign up to 10 of the 4,000+ topics to every signal, and then we rank the relevance of each topic to each signal.

So, for example, we might monitor a user reading a given whitepaper, and decide that the paper is mostly about data security, but also tangentially related to cloud computing, risk management, and firewall management. We call this organizational algorithm the “Relevance Engine.” It allows us to match a company to contacts who are more likely interested in these topics, allowing you to better target email or display ads. InsightBase also infers a close connection to a person browsing a topic on the internet, the company they work for, and where they are located.

What if InsightBase doesn't have the topic in the topic dictionary my organization uses to tag our content?

We are always looking for opportunities to grow our topic dictionary to better meet our customers’ needs. If you have a targeted topic that is not listed in our dictionary, please submit a request to us and we will add it for you.

Working Intent Data into Your Marketing Strategy

How do I measure success?

You can measure InsightBase’s impact on your marketing strategy in at least three ways:

  • Engagement (email opens and clicks, marketing asset downloads, inside sales conversions, display advertising results, etc.)
  • Sales opportunities
  • Business intelligence to fuel new product development, content consumption strategies, or persona marketing efforts
Can InsightBase send emails?

InsightBase is a foundational piece to a marketing technology stack. It’s an activation platform, not an execution engine, that can complement many solutions, such as a marketing automation platform, CRM, or predictive analytics.

How can InsightBase help with lead scoring?

InsightBase can be used to score at an account level, not at the individual contact/lead level. You can use the Intensity Ranking column in the domain export to inform an increased score inside your marketing automation platform.

Security and Compliance

Is InsightBase GDPR compliant?

Yes. InsightBase is GDPR compliant. We do not collect international company or contact information.  PII, PCI, or known individual contact activity information is not compiled in InsightBase on a domestic or international scale.

Learn more in our GDPR statement.

Read our GDPR policy

Is InsightBase PII/PCI compliant?

InsightBase uses anonymous data. We are only using location-based information to determine where intent signals are generated; we do not collect sensitive information. The contacts in our database are contacts of the locations of the domains we are monitoring for signals. We work with anonymous data and infer, based on the location of the signals and your definition of what your ideal contact looks like, whether they would be a good place to start your marketing engagement.

What type of data security does InsightBase offer?

InsightBase is housed in the AWS data center, and the data is secured through AWS protocols. Learn more about AWS privacy policies.


How do i submit feature requests or an idea to improve InsightBase?

We are always looking to improve InsightBase, and one of our best resources is input from our customers and prospects. You can send your suggestion to your customer success manager, sales rep, or customer success center, and we will enter your request into our development queue for future product releases.