Researching Leads with the Campaign Agent

The campaign agent researches each lead on the web before you write to them. It looks for timely reasons to reach out - a job posting, a funding round, a product launch, an event they are attending - and turns them into a short brief with a suggested opening angle. When you set a goal for the campaign, it also scores how well each lead fits.

Research is part of Campaign Hero. If your workspace does not have Campaign Hero turned on, ask your admin to enable it.

Set the campaign goal

In the campaign builder, the Agent goal step is where you tell the agent what the campaign is for. It is optional - skip it for a plain sequence - but it makes both research and drafting much better.

• What are you trying to do? Plain language. For example: "Book demos with RevOps leaders at B2B SaaS companies that are hiring SDRs."
• What are you offering? The thing you want them to say yes to.
• Call to action. The single next step, like "Book a 20-minute call."
• Tone. Friendly, professional, direct, or enthusiastic.
• Skip or deprioritize when. Rules for leads that are a poor fit, like "Skip agencies and companies under 10 people."
• Never do this. Hard limits, like "Never mention pricing."

The goal is saved on the campaign. You can change it any time while the campaign is a draft.

Run the research

Open the campaign and find the Lead research panel. Click Research leads. The agent works through the campaign's audience in the background - you can leave the page and come back. Each lead:

1. Is searched on the web (company news, careers page, funding, the person's recent activity).
2. Gets up to eight signals, each with a source link and a date where known.
3. Gets a short brief and a one-line suggested angle.
4. Gets a fit score from 0 to 100 when the campaign has a goal.

The panel shows how many leads have been researched, the average fit score, the total signals found, and the top-fit leads. Use Refresh to redo leads that were researched recently.

Research runs against your workspace's lead enrichment allowance - one unit per lead. A run covers up to 100 leads at a time.

Read a lead's research

Open any lead and go to the Research tab. You will see:

• The fit score and why the agent gave it.
• The suggested angle - the best opening for the first email.
• The brief - a few sentences on who they are and what their company is doing now.
• The signals - each with its type, date, a short summary, and a link to the source.

You can research a single lead from here too, or re-research one whose details have changed.

How the agent uses signals when it writes

When you generate AI drafts for a campaign that has research, the agent uses the brief, the strongest signal, and your goal to write a first message that references something specific and current. Leads with no usable signal still get a solid draft from their details and your goal.

Good to know

• The agent only uses public web results and your own data. It never invents a signal - if it finds nothing, it says so.
• Signals are stored per campaign, so re-running a campaign refreshes them without touching other campaigns.
• If your workspace also runs Conference Hero, a lead's event history counts as a signal automatically, at no AI cost.