Intigriti uses Kernel for complex ICP account targeting

+50 Reps

Series B

Computer and Network Security

+30

Custom enrichment data points

+40k

Accounts cleaned and enriched

HQ: Antwerp, Belgium

Founded: 2016

Website: intigriti.com

Intigriti runs on Kernel

Kernel’s AI custom enrichment pre-qualified every account in the CRM and maintains baseline hygiene. Our reps work directly in the CRM with far richer and more relevant data to aid in their prospecting.

Alun Swift

Head of Revenue Operations

Intigriti connects cybersecurity researchers to companies that seek a mature security posture. However, their sales team faced a critical challenge: standard enrichment data was too broad to capture the nuances of Intigriti’s Ideal Customer Profile (ICP) criteria.

Companies with similar headcounts and revenue often had completely different approaches to security. Sales reps couldn't efficiently identify which high-value prospects matched Intigriti's deeper ICP criteria without time-consuming manual research.
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Intigriti's RevOps team had identified over 30 data points that defined their ideal customer profile. These characteristics went far beyond basic firmographics to capture what makes a company truly security-conscious.
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Standard enrichment tools and self-service AI platforms were unable to provide customized enrichment at scale. Intigriti needed a solution that could enrich accounts with their specific 30+ ICP criteria. They also wanted to enable efficient prospecting of target accounts and measure ICP quality to help prioritize top-tier accounts.
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Intigriti partnered with Kernel to solve both sides of the equation. Kernel populated tens of thousands of accounts in Intigirit’s CRM with over 30 custom data points. The customization and accuracy of Kernel’s data enabled Intigriti to evaluate the value of an ICP account vs a non-ICP account. Intigriti used Kernel to measure the performance of ICP accounts against strategic metrics like sales cycle length, average deal size, YoY growth and retention metrics.

Scope & Use Case:

AI Cleaning & Hierarchies:

Before any complex enrichment could begin, Intigriti needed a clean foundation. Intigriti’s CRM contained over 40,000 accounts. However, the data quality was inconsistent, preventing RevOps from identifying the prospects with the greatest potential need for Intigriti’s services.

Kernel's first step was comprehensive account cleaning. This involved verifying working websites, resolving actual domains, finding accurate LinkedIn profiles, and updating basic firmographics like headcount and industry data. Kernel created custom verticals to reflect Intigriti’s taxonomy, ensuring the data used for outbound is tailored and relevant to specific buying groups.

Kernel’s cleaning process is essential for three reasons:

RevOps can now work efficiently within the CRM without struggling with duplicate or incorrect records.
Sales reps can trust the foundational data in the CRM, rather than cross-referencing insights with external sources like LinkedIn. 
Excluding companies that are not relevant to Intigriti’s ICP helps to focus resources on selling into priority accounts.
Without this foundation, even the most sophisticated custom enrichment would be wasted on accounts that didn't actually exist or were incorrectly identified. Clean data is the prerequisite for more complex custom enrichment across the entire CRM.

AI Custom Enrichment:

Kernel’s AI custom data enrichment revealed deep insights about companies with a mature security posture. Previously, data providers had been unable to accurately enrich accounts with the insights Intigriti needed to map their ICP criteria onto accounts in the CRM.

Kernel's AI systematically crawled all public information to populate this data directly in the CRM. Using the 30+ custom data fields, Kernel built an account prioritization model customized to Intigriti’s ICP. Every account is tiered, and a summary of why an account has been prioritized is added to every account.

Sales reps can now see exactly why each account was prioritized, with transparent LLM-reasoning backed by specific data points. This transformed Intigriti's approach from broad outbound campaigns relying on generic enrichment to efficient pipeline generation focused on target accounts.

Transparent reasoning explaining tiering builds trust in the enrichment. Sales reps focus their limited time on genuinely qualified prospects rather than spreading efforts across unqualified accounts. Kernel's AI generates custom outreach hooks based on each company's specific challenges, giving sales reps a strong foundation before they start prospecting.

Case Study →

Kernel maps 30+ custom data points onto our CRM accounts, which allow us to define, prioritise, and measure our Ideal Customer Profile effectively. As a result, we are more focused and efficient throughout our entire Go-to-Market approach, resulting in higher win rates and lower churn for our ICP customers.

Alun Swift

Head of Revenue Operations

The Results

As well as providing ICP tiering and prioritized target account lists, Kernel tiers have been used by the RevOps team to segment all the company’s key metrics by ICP and by non-ICP prospects and customers.

Across all the key revenue metrics, Intigriti has identified that ICP customers consistently outperform non-ICP accounts. For example, win rates, average customer value, and retention are all significantly higher for ICP customers. Kernel’s custom account data enrichment demonstrated that new business win rates were doubled, and customers were three times less likely to churn when they matched Intigriti’s ICP criteria.

As a result, Intigriti can be confident that doubling down on their ICP will drive business growth. Kernel enables Intigriti to better understand their ICP and bring value to prospects more efficiently.

Clean data is the prerequisite for AI-powered insights, including accurate headcount and complex estimates like travel spend. Get the foundations wrong, and you enrich the wrong account.

Summary:

Intigriti transformed its go-to-market approach by moving beyond generic enrichment to AI custom enrichment. What started as a data quality challenge became a competitive advantage.

Sales reps now prospect with precision instead of generic insights provided by traditional data providers. RevOps makes strategic decisions based on complete and customized insights. By partnering with Kernel, Intigriti have the data to focus on ICP accounts that are twice as likely to close and three times less likely to churn.

Case Study →

Kernel’s team of experts helped us to codify our ICP, implement custom data points, and iterate on these quickly to see rapid value. We then focused on tiering and prioritising our most valuable prospects. These allow us to realise the full benefit of this data by enabling more effective targeting and efficient processes.

Alun Swift

Head of Revenue Operations

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Intigriti uses Kernel for complex ICP account targeting

Intigriti runs on Kernel

Kernel’s AI custom enrichment pre-qualified every account in the CRM and maintains baseline hygiene. Our reps work directly in the CRM with far richer and more relevant data to aid in their prospecting.

Scope & Use Case:

AI Cleaning & Hierarchies:

Kernel’s cleaning process is essential for three reasons:

AI Custom Enrichment:

The Results

Clean data is the prerequisite for AI-powered insights, including accurate headcount and complex estimates like travel spend. Get the foundations wrong, and you enrich the wrong account.

Summary:

Read more customer stories

Flatpay uses Kernel agents to research small merchants at massive scale

Remote relies on Kernel custom data to build pipeline

Ada got RevOps superpowers with Kernel’s custom data tooling

Hear from our other customers

“Kernel let me create stellar territories for 100+ reps in 1 week, including finding 15,000 brand-new accounts.”

“Kernel is critical to our sales strategy by ensuring everyone in the revenue function is aligned and focused on the right accounts of the right size.”

"With Kernel, we can be confident that our target market is well-defined and fully researched, allowing us to prioritise accounts by need, resulting in higher sales velocity."