2025 has gotten off to an incredible start here at Cognism! We’ve begun our journey of transforming sales intelligence, and I’m here to tell you all about it.
If you’re not sure what I’m talking about, don’t worry - you’re going to get the full story below.
Q4 ‘24 brought a magnitude of change, and we conceived our new sales tool, Sales Companion, which was released at the end of Q1.
But that’s not it.
We’ve also been working away at major improvements under the hood. Cleaning up firmographic and technographic data to deliver higher accuracy in more places than ever.
So, let’s take a look at the steps we took to get there.
Scroll for the Product and Data milestones we reached in the first quarter of 2025 👇🏻
An update on our Data Projects for 2025 and beyond: Orion
Last year, we committed to creating a completely new process of data collection and verification.
So, that’s what we did.
Introducing… Orion = Our AI-powered data collection and validation engine and its five-step filtration model that works to create, and maintain records of value across our entire database.
Cognism leverages an AI-powered framework to automate the collection of company data. Our AI simulates human-like Google searches to find relevant web pages, extracts clean text, and structures the data using large language models (LLMs). This helps ensure accurate and reliable company intelligence.
So, how does Orion collect and verify data you may ask?
Well… Our AI searches the web for company information, scanning trusted sources like company websites, annual reports, company filings, press releases and other relevant public sources.
For every company, Orion stitches together between 60-2000 pieces of B2B data, extracting key details before taking the data sources through a series of verification and scoring layers.
Orion prioritises official company sources over third-party data and uses multiple AI agents to filter noise, check for accuracy and assign a confidence score to each unique piece of data. This process ensures high-quality, up-to-date information.
And that’s just the beginning. Our data model carries out a further four layers of verification - and this is how we generate 100,000 verified mobiles for our customers a month.
But, what does that actually look like? …this! 👇🏻
If you want to learn more, take a look at our data page to dive deep into a concept we like to call the ‘Firmo-Paradox’.
So, what milestones have we hit since we last spoke? Here are a few of my favourites:
- Over 1 million European Mobiles added since January 2024, taking our total above 12.5 million, with a focus on these eight countries:
- The introduction of a new firmographic data ingestion pipeline that specialises in reducing errors and streamlining future data processing.
- An average of 100,000 new Diamond decision-makers created each month!
Platform: Introducing Sales Companion
Sales Companion isn’t just a tool — it’s a productivity partner built for today’s sellers.
Building on the best of its predecessor, it brings powerful new enhancements to help teams:
More than just an AI assistant, Sales Companion acts as the nerve centre of your revenue operations — surfacing intelligent recommendations that help reps prospect with precision and close deals faster.
What sets it apart?
Its intelligence. From identifying key decision-makers to enriching contact data with buying signals and market trends, Sales Companion ensures your team reaches the right accounts at the right time.
It’s also deeply personalised — adapting to industry, region, and individual preferences to cut through noise and focus on what matters most. For RevOps, it’s a force multiplier — standardising best practices, driving consistency, and boosting performance across complex sales teams.
Sales Companion is built to make selling smarter, faster, and more impactful — from first touch to closed-won. I’ll break it down for you.
Web App
Search
- The Search function you know and love now has a new home within our Sales Companion Web App.
- Segment your perfect search and apply the filters you need to create target lists of value for your org - and easily export them via CSV.
Take a closer look at Search in the below Storylane 👇🏻
Target Market
- Plan, define, and build your perfect target market within Sales Companion.
- Quickly understand your TAM by filtering your search results into quick, straightforward results that guide you to your next best account.
Take a closer look at Target Markets in the below Storylane 👇🏻
Personas
- With Persona management, you can configure ideal customer profiles for your reps to prospect at target accounts.
- Categorise the level of seniority or ideal job titles, and deliver relevant decision-maker data, specific to the personas you know convert, straight to your reps.
Take a closer look at Personas in the below Storylane 👇🏻
Integrations
- Integrate Sales Companion with all major sales engagement and CRM tools in just a few clicks and boost your everyday workflows with seamless data transfer.
- The tools you know and love - working harmoniously with Sales Companion to deliver data excellence across your org.
Browser Extension
Signals
- Intelligent Signal data is surfaced seamlessly within Sales Companion. The key context you need when and where you need it - layered over the top accounts to prospect that day.
- Our Signal types range from hiring alerts to mergers & acquisitions and indicate a certain level of business change or evolution that sellers can use to their advantage to propose solutions at the exact right time.
Intent
- Intent data has a new home at Cognism. Powered by our partnership with Bombora, we offer industry-leading insight into assumed intent trends for our users, right from within the Sales Companion Browser Extension.
- Easily track the intent location, strength score, and trend to gain a better understanding of the opportunity and build your case.
Technographics
- Our technographic data determines what technologies are adopted in accounts that you’re interested in.
- Access a database of over 20,000 technologies to identify what products your prospects are using and when they could be up for renewal. Pitch complementary or competitive solutions at the right time.
- Our technographic coverage includes an indication of the country of origin as standard, hand in hand with intensity scoring that determines the likelihood of tech adoption within the business - meaning you can build confidence in the conversations you create.
- With Gartner reporting that over 60% of 2025 tech purchases are replacement buys, now could not be a better time to understand what technologies your prospects are using and whether they might be up for renewal.
Top Three Accounts / Contacts
- Within the Browser Extension, the top three accounts to prospect that day are updated daily.
- These accounts are surfaced as a result of the admin configuration and AI-derived insights that are native to the Sales Companion platform - providing reps insight into the best-fit next account to start prospecting, therefore maximising their time and effort.
- Alongside this, Sales Companion suggests the best-fit contacts at these accounts for you to begin your outreach with.
- All of these contacts are related to assigned personas and are filterable by the availability of key data points such as verified mobiles and email addresses.
AI Summary (Coming soon)
- Ever needed a snapshot of information on a target account in one handy location? AI Summaries aim to provide reps with actionable information to keep the conversations flowing.
- Including information such as revenue streams, key decision makers, their top competitors, the products they sell, and a fun fact about the business to help break the ice!
Here’s a summary of the Sales Companion Browser Extension in one handy click-through...
There are plenty more features being worked on in the background as we level up our entire offering.
But here’s a sneak peek of what to expect from a data and product perspective in 2025:
Data
- Add ~250,000 more European Verified Diamond Data® numbers available to customers.
- Incorporate ~600,000 mobile numbers for our Tier 1 and 2 records.
- Improve Contact-to-Company association for Germany and Western Europe.
- Improved email quality for our Tier 1 and 2 records.
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Continuous improvement towards clean, complete, and quality firmographic data for 50+ FTEs companies in Germany, Netherlands, Spain, Italy, Switzerland, etc.
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AI-summarised earnings reports for public companies.
Product
- Localisation. You asked, we heard you. We’ll be offering language support in both French and German.
- Alongside this, we’ll also be offering insights into local times for companies in areas you are prospecting - as well as local holidays.
- AI. We’re making improvements in multiple areas of AI tooling within the platform, and AI Recommended Leads is our first step into harmonising intelligent insight with AI power to make your decisions that little bit easier.
Coming soon... Audiences
For B2B marketing teams, Cognism’s Audience Builder is the most intuitive way to build precise, scalable and compliant audiences for activation across multi-channel digital marketing campaigns.
Powered by AI, Cognism audiences allow B2B marketers to build more efficient campaigns that minimise wastage and scale them across any channel of their choice, without the costs of additional ABM tooling.
Our mission with Cognism audiences is to enable users to:
- Run targeted growth marketing campaigns
across every channel: Build better ad lists with custom industry filters and sources - and make sure they reach the right people.
- Enrich prospects to find detailed contact and social data: Enrich prospects’ location and contact data to accelerate follow-ups after events, manage gifting, and improve customer nurtures.
- Time marketing campaigns with real-time intent signals to increase impact: Never miss a buying signal. Automatically track and act on key customer events:
- Reach out to customers who’ve changed jobs.
- Congratulate customers on promotions.
- Build lists of companies that just raised funding.
- Email prospects based on new product news
- Use technographics to understand their tech stack, ensuring your product is compatible
- Launch personalised direct mail campaigns: Get accurate business addresses for any prospect. Customise copy based on their persona and send the perfect gifts.
- Eliminate wasted ad spend: Build contact-level audience lists to reach the companies and decision-makers you need to build a pipeline that sellers can close.
Discover the Cognism experience for yourself
There’s a lot to digest up there 👆🏻
We’re not done quite yet, however. There’s much more than I’ve mentioned here being worked on in the background - and all will be revealed in due time! 🧐
So, while you wait, why not open yourself up to a new data provider opportunity 👇🏻
And drive an increase in dials like this…
“We've actually seen a drastic improvement in terms of the amount of dials that each SDR is making, the amount of conversations that they're having, and also the amounts of meetings that they're booking.
We're seeing over 300% more dials than were being made on a weekly basis since using Sales Companion”
Alex Porter, Global Sales & Business Development Director, Singlestore
Or harness signal intelligence to increase your connection-making like this…
"Signals in Sales Companion, such as C-suite changes and funding rounds, are incredibly useful. They serve as great prompts for when to reach out and help us secure new business. Having all those insights in one place in Sales Companion has been a game-changer."
Cameron Bayliss, Operation Supervisor, Televerde