A contact is an individual within an account who participates in the buying process, often segmented by role, department, or seniority. Contacts are the operational units of CRM and marketing automation platforms, forming the basis for segmentation and outreach.
Accurate, up-to-date contact data ensures campaigns reach the right stakeholders at the right time.
In ABM and sales environments, enriching contact profiles with engagement and intent data enables personalisation that reflects both individual and organisational context.