At a time when every revenue team is tackling how to do more with less, the margin for error in go-to-market (GTM) strategy has all but vanished. Precision—and specifically precise buyer targeting—is no longer a luxury but a requirement.
For years, HG Insights has delivered the depth and breadth of company intelligence that enterprise GTM teams depend on every day to make impactful business decisions. However, there was always one piece missing from the B2B GTM puzzle: understanding when a prospect is actually in-market.
That’s why we acquired TrustRadius. By integrating their verified buyer intent data into our AI-powered Revenue Growth Intelligence Fabric, HG Insights is now positioned to deliver what revenue teams want most: faster paths to grow revenue, retain customers, and drive operational efficiency.
At the core of it all? AI. And not just as a buzzword, but rather as the essential engine behind the insights, curation, integration, and outcomes that B2B marketers care about most.
The Evolution of HG Insights: Building the Revenue Growth Intelligence Fabric
HG Insights has been laying a unique foundation in the B2B data landscape and over the course of nearly 15 years, we’ve evolved far beyond our origins as a technographics provider. Today, with our proprietary AI infrastructure, we curate and deliver an unparalleled suite of intelligence across five key dimensions:
- Technographics – What technologies a company is using
- Spend Intelligence – How much a company invests in specific technology categories
- Firmographics – Company size, industry, employee count, revenue, and more
- Contract Intelligence – When vendor contracts are expiring
- Partner Intelligence – Who sells, supports, or integrates with whom
Through proprietary development or strategic acquisitions, each layer was built with data sourced from more than 30 vendors and over 30 petabytes of unstructured signals. Early on, we utilized machine learning and AI methodologies to mine a portion of this data and provide intelligence for about five million companies. Advances in AI allow us to mine, refine, and maintain the accuracy of these datasets at scale. Thanks to these systems, we currently deliver high-quality insights on 20 million companies, with a roadmap to reach 30 million by the end of the year.
Yet even with all this coverage and multi-faceted intelligence, one crucial element remained elusive: timing.
The Missing Layer: Bottom-of-Funnel Intent
Understanding what a company uses, how much they spend, or when a contract is scheduled to renew are all primary inputs for GTM strategy and planning. But they don’t tell you when a buyer is actively researching, comparing, or preparing to purchase a solution. Without this intent layer, even the most robust data intelligence may result in misaligned campaigns and inefficient sales motions.
That’s precisely where TrustRadius comes in.
As one of the most respected sources of verified product reviews in B2B tech, TrustRadius does much more than host useful user-generated content. Their platform is where enterprise buyers conduct real product evaluations—writing long-form, verified reviews, comparing vendors and solutions, and engaging with product demos. All of those signals create a rich behavioral dataset that reveals who is actually in-market.
This buyer intelligence and these in-market leads from TrustRadius round out our Revenue Growth Intelligence Fabric.
What TrustRadius Adds
TrustRadius brings tremendous value that falls into three powerful categories:
1. Verified Voice of the Buyer
Unlike surface-level review platforms, TrustRadius focuses on B2B technology buyers and ensures each review is verified through direct outreach. That’s right, they actually call the person who wrote the review to confirm that they used the product and validate their authenticity. These reviews go well beyond just star ratings, offering detailed breakdowns of how products perform in the real world as described directly by enterprise users. That makes them invaluable for:
- Customer marketing – Leveraging five-star reviews to drive advocacy
- Retention – Understanding exactly where users struggle and where competitors might be making inroads
- Product strategy – Gleaning unfiltered, practical, and actionable feedback on feature gaps or strengths
2. Bottom-of-Funnel Buyer Intent
TrustRadius has developed a compelling system for identifying in-market buyers based on actual engagement behavior—visiting comparison pages, downloading content, reading product reviews, and watching demos. This type of bottom-of-funnel intent data is gold dust for:
- Sales teams who can now prioritize leads who are already well into the purchase cycle
- Marketing teams who are able to deploy highly targeted nurture campaigns
- CROs and CMOs who want to accelerate pipeline velocity and ramp up RevOps
The results speak for themselves: nearly 60% of TrustRadius buyers plan on making a purchase within three months. Further, buyers report 86% of deals are closing in six months or less.
3. Faster Time to Revenue
With verified buyer behavior and in-market leads layered into HG Insights’ already-rich revenue growth intelligence, the TrustRadius acquisition effectively shortens sales cycles from months to weeks. Instead of cold prospecting, sales teams can engage the right buyer, in the right place, at the right moment in time. And very importantly, engage them with a data-backed message that resonates.
AI: The Engine Behind the Fabric
Unsurprisingly, this level of precision is just not possible through manual data analysis or one-off integrations. The real enabler here is AI.
Across documents, press releases, job postings, resumes, product pages, and user reviews, HG Insights curates and analyzes over 30 petabytes of raw data. To make sense of that scale, we built custom AI pipelines that parse unstructured data, triangulate verification across multiple data points for increased confidence, and update intelligence on a daily basis for 20 million accounts. AI also helps us identify relevant signals and extract patterns (e.g., spend shifts, product adoption, organizational changes).
This is not your average, theoretical AI. It’s finely-tuned AI in production that is driving ROI for some of the world’s largest B2B enterprises.
Connecting Data to Outcomes
For every layer of our revenue growth intelligence fabric, the value to GTM teams is quite clear. For Sales, we help teams prioritize in-market buyers, get a 360° company view—from tech stack to spending behavior, and target the right buying group within massive global accounts. When you’re armed with all this data and buyer intelligence, a key component can be targeting the appropriate group among large corporate teams.
For Marketing, our fabric dramatically improves campaign conversion rates, eliminates waste by targeting only accounts with verified purchase intent, and powers personalized messaging based on actual user feedback.
And with Customer Success, we prevent churn by tracking competitor adoption inside an organization’s customer base, identifying product or feature gaps, and leveraging real customer reviews to inform retention strategies.
All of this tangible value is possible because of AI-curated data pipelines that feed every function with actionable intelligence.
Industry Response & What’s Next
The market has responded enthusiastically. During our recent HG AI Revenue Growth Summit 2025 in Palo Alto, keynote speakers from Microsoft, Oracle, and Google emphasized the strategic importance of integrating buyer intent with firm-level intelligence. Forrester analysts have called us the “de facto dataset” and predict that HG Insights will be that “fabric pillar” going forward.
And we’re just getting started.
Over the past month, we’ve launched our first embedded co-pilot, Market Analyzer, which puts this intelligence in the hands of users through a conversational AI interface. More agentic tools are on the way, designed to help mid-market and enterprise customers alike uncover opportunities, prioritize outreach, and accelerate pipeline exponentially.
Whether you’re a CRO, CMO, CSO, or RevOps leader, the path to B2B growth is increasingly dependent on data-powered agility. You need to know not just who to target, but when to reach out, what to convey, and how to win the business—all before your competitor does.
Our AI-driven Revenue Growth Intelligence Fabric and the acquisition of TrustRadius enable HG Insights to deliver exactly that to our customers.
About the Author:
Rohini Kasturi, CEO, HG Insights
Rohini Kasturi is CEO of HG Insights, where he brings more than 25 years of experience leading global teams and is a distinguished C-Suite executive, board member, and trusted advisor to numerous private equity and venture capital firms. An alumnus of Harvard and Stanford, Kasturi has profoundly impacted the growth trajectories of various public, private, and venture-backed companies.
Kasturi was pivotal as EVP and Chief Product Officer at SolarWinds, a renowned IT management software company. He managed product development, engineering, product marketing, strategic alliances, portfolio management, and several other functions, transforming the company’s structure towards a Platform model and achieving remarkable year-over-year growth in key business metrics.
Through his visionary leadership and innovative approach, Kasturi continues to drive significant advancements in the tech industry, shaping the future of SaaS and cloud technologies.
