Lead Data Layer
One current record per buyer: identity, company, behaviour, source, score and outcome, read by every campaign, agent and integration.
The Lead Data Layer is one record per person. Scoring, routing and campaigns read it, and the agents that work a lead write back to it rather than into a tool of their own.
What a Lead Record Holds
| Group | Fields |
|---|---|
| Identity | First and last name, work email, job title, LinkedIn, phone |
| Company | Company name, industry, employee count, annual revenue |
| Behaviour | Sessions, scroll depth, website activity, forms viewed and started, partial answers, email engagement |
| Source | Surface form, external HTML form, webhook, import |
| Journey | Traffic source (organic, paid, email, social, referral), landing page |
| Judgement | AI lead score, intent, latest_signal |
| Outcome | Meeting status, plus deal data from a connected CRM |
Without the outcome fields, you cannot tell whether a score is any good.
Columns are configurable, so what the leads table shows you is a subset of what the record holds.
How a Record Is Built
Capture the signal
A visit, a form interaction, a campaign response or a webhook. Partial form answers count.
Resolve the person and the company
Identity plus firmographics merged onto one record, not appended as a second row. → Enrichment
Qualify
Fit against your ICP plus observed intent produce the lead score. → Lead Agents
Activate
Segments, routing, CRM writes and campaign audiences all read the same record. → Segments
Compare
Meetings and CRM outcomes land on the same record, so you can check what scored well against what actually booked.
Leads and Responses Are Different Things
- A response is one submission of one form. Completion rate, drop-off and field-level analytics are about responses. → Responses
- A lead is one person, and can have many responses. Pipeline, routing, scoring and segments are about leads.
Working with It
| Task | Where |
|---|---|
| Filter, search, sort and export | The Leads table in the app |
| Build a live audience | Segments |
| Define who counts as a fit | ICP |
| See what created the lead | Lead sources |
| Read or import over MCP | list_leads, get_leads_count, import_leads, in the tool reference |
| Keep the CRM in step | System Agents |
get_leads_count with bySource: true or byEventType: true splits the count
by origin and by funnel stage. Fastest check that capture works.