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Activate the target account list with one identity resolution and one exclusion list across paid display, paid social, direct mail, and BDR outreach, so the same account stops getting contradictory treatment
Aggregate the signals from every contact in the account into one account score, because the buying committee is buying together and scoring leads in isolation misses the picture that matters
Lower acquisition cost by feeding the bidding algorithms better conversions, deduplicated, consent-valid, and weighted by value, rather than just more of them
Target CTV from your own customer segments and measure the reach you actually added above linear, rather than buying impressions on faith
Push the segments you own to the ad platforms, as seeds and as targeting, instead of renting the platforms' own decaying interest signals
Lead transitions from marketing to sales with the full intent context attached, account-aware rather than lead-isolated