Behavioral tracking: Track behavioral signals like content downloads, email opens, and page visits that reveal specific interests. Knowing their typical behavior can help you target them with better messaging and content, such as sending an ROI calculator to someone who downloaded a pricing guide. Segmentation data: Lead data, including job title, company size, and industry helps you craft messaging that addresses relevant pain points and uses the appropriate tone for their role.  Lead scoring: Your lead scoring system ensures higher-scored leads receive more detailed, technical content while lower-scored prospects get educational basics appropriate to their journey stage.