How Cognism Drove 5x More Qualified Opportunities with AI Signals
Andrea Coloma * 12 Jun
Cognism struggled to identify high-intent enterprise buyers who avoided forms, lacked a system to prioritize and align outreach, and relied on unreliable, unscalable attribution, leading them to adopt Dreamdata for clearer insight and stronger allbound revenue impact.
40
New intent signals surfaced by AI
Industry
Sales Intelligence
Q1 2025
Best-ever enterprise revenue quarter
5x
Increase in qualified opportunities
HQ
London
Size
500-1000 Employees
How Their Online Experience Changed
-
Cognism’s enterprise prospects, especially in the US, tend to conduct research independently before raising their hand. While these accounts were actively engaging with content, they avoided forms and demo requests, leaving Liam’s team unable to identify or act on them. Despite strong inbound performance, high-intent enterprise accounts were slipping away. Cognism needed to spot intent signals earlier, before competitors got there first.
-
Identifying high-intent accounts was just one part of the puzzle. Cognism needed a way to efficiently prioritize and engage these early-stage accounts across marketing and sales efforts to support their enterprise growth strategy. Without a clear system to rank accounts by engagement, the team struggled to know how to allocate resources or align marketing with sales outreach.
-
Cognism was using HockeyStack for attribution. The attribution tool couldn’t handle the complexity of reporting across regions, segments, products, etc. Liam’s team had to build endless custom reports each month, a heavy lift that often resulted in broken dashboards and unreliable data. Reporting frequently broke at critical moments, forcing the team to spend hours patching reports. As Cognism shifted towards an “allbound” strategy, they needed a reliable reporting foundation to prove marketing’s influence on revenue - a need that led them to replace HockeyStack with Dreamdata.
Before
After Dreamdata
-
Armed with early intent signals, Cognism’s sales team began proactively engaging enterprise accounts well before form-fills or demo requests. The impact was immediate: Q1 2025 marked their best-ever enterprise revenue quarter.
-
Cognism achieved a 5x improvement in conversion rate from MQL to Meeting Booked by prioritizing high-intent accounts earlier in the buying journey with Dreamdata AI Signals. This resulted in more meetings with high-value accounts, faster.
By syncing high-intent audiences daily to ad platforms, Liam’s team tailored budget and messaging to match each account’s level of engagement. Integrating the engagement score into Salesforce gave sales teams a cherry-picked list of warm leads, aligning marketing and sales efforts, and supporting Cognism’s “allbound” strategy.
-
Dreamdata replaced Cognism’s unreliable custom reporting setup with a stable, scalable platform that the entire marketing team and leadership could trust. Monthly reporting no longer involves fixing broken dashboards or building custom reports from scratch. As a result, Liam’s team can demonstrate their influence on pipeline and revenue, aligning perfectly with Cognism’s allbound approach.
“Enterprises are notoriously hard to reach; they want to conduct their own research. We weren’t surfacing the accounts that were engaging with us before they became MQLs.”
Liam Collins
VP of Paid Acquisition at Cognism
Why they needed to switch to Dreamdata
AI Signals
Cognism uses Dreamdata to unify GTM data into a complete B2B customer journey map. Dreamdata Signals applies AI to surface previously untracked signals tied to pipeline, classified by early, mid, and late funnel stages.
Custom Engagement Score + Audience Hub
Cognism uses Dreamdata’s Engagement Score to prioritize high-intent accounts. They select AI-identified signals for a custom score and sync it to Salesforce alongside other data to create an account prioritization score.
Customizable out-of-the-box reporting
Dreamdata gave Cognism stable, reliable reporting that removed the technical limits of their old custom system. Marketing now customizes reports with CRM filters without engineering help. The intuitive interface delivers accurate, trusted reports, replacing buggy dashboards and freeing the team from fixing broken reports.
