The Intelligence Brief: Living Context in the Tools Your Team Already Uses

A rep about to write an email has two bad options. Spend twenty minutes researching the prospect across LinkedIn, Google and news sites, or send something generic based on whatever the CRM captured three months ago. The first does not scale; the second does not convert.

The Intelligence Brief removes the choice. It is a single payload that combines profile research, full attribution and AI-written sales context, delivered straight into the tools your team already works in. No extra tabs, no manual research, no opening Bread & Butter to get the value of Bread & Butter.

In short: the Intelligence Brief is a single, continuously updating payload of enrichment, attribution and AI-generated sales context, delivered straight into the CRM your team already uses. It refreshes automatically every time a prospect returns to your site, and the research behind it is re-run on each return, so reps are always working from current context instead of a stale form submission. It is available natively in Salesforce, HubSpot and Pipedrive with no manual mapping required, plus Slack, Zapier and Webhooks. Need the full raw session history behind it instead? That is the Intelligence Stream.

The problem with stagnant CRM records

Most CRMs are static databases. A lead fills out a form, a record is created, and then it sits there while the person's professional life carries on without it.

They get promoted. Their company raises a round. They come back to your website four more times and read your pricing page twice. None of that reaches the record, so your rep is working from a snapshot of a moment that has already passed.

The cost is not just a weaker email. It is missed timing. A prospect who returns to your pricing page three times in a week is telling you something specific, and if that signal never leaves Bread & Butter, nobody acts on it.

What makes the Brief different

It is one payload, not five integrations. More than fifty data points covering the person, their company, their attribution, written outreach context and the current Nurture draft arrive together in a single push. There is no stitching together an enrichment API, a research tool and a data provider, and no brittle middleware to maintain when one of them changes.

It is living, not a one-time handoff. Every time that prospect returns to your website and their session closes, we regenerate the Brief and push the updated version. Their Focused Score moves, their attribution updates, What's interesting is rewritten, and their journey summary reflects what they just did. The research is re-run too, not just the on-site data: a new role, a move to another company, fresh company news, something happening where they are. The refreshed Brief leads with what changed since last time rather than repeating the whole profile, so the record is always current and the update is always readable.

It requires no workflow change. Your reps do not learn a new tool. The context sits in the fields next to their compose window, in the system they already open every morning.

What's inside

Every conversion sends the basic contact record: first name, last name, email address and a link back to the profile. The Brief is the layer on top of that record. It has two kinds of field, all at the same level: the structural data your operations team needs for routing and scoring, and the written context your reps need for outreach. It also carries the latest Nurture draft for the lead, so the first email is already written by the time the record updates.

What's interesting

The Brief opens, right after the person's name, with What's interesting about [first name]: one bold headline and a sentence or two on the single most useful thing to know about this person right now. It is the thing your team can't see readily, picked in this order of importance:

Relevance to what you sell. How their role, their company and what they read fit your offer: a buyer for exactly this, a partner, a competitor, a researcher.
Something new at their company. A financing round, a new hire or leadership change, an expansion, an award, a launch or press that changes why they might be looking now.
Their company on your website. Other people from the same company or email domain who visited, and whether any of them left their details or became customers.
People like them who became customers. Others who read the same things and went on to buy.
Visits that look like the same person, household or office. What those visits add to the picture, without naming anyone who hasn't left their details.
The journey itself. What they keep coming back to, what they compared, what changed between visits, a return after a long gap.

It is written from what Bread & Butter already holds about the person: their visits, their attribution and the profile and company research. Nothing is invented, and it never names your own team, partners or agencies. It is rewritten every time they come back and whenever their research completes, and each version replaces the last. When there is nothing worth saying yet, it is left out.

For the same idea across your whole website, the What's interesting tab on Home lists the three to five things most worth knowing each week, and the Weekly roundup email carries the same list.

The foundation: research and attribution

User and company profiles. Role, LinkedIn profile, an AI-written summary of their professional background, plus firmographics on their employer including industry, headcount, year founded and location.

First and last attribution. Complete UTM parameters, referrer, geography and device data for both their very first visit and the session that just closed. This is what lets you see not only how someone found you, but what brought them back. With Google Ads connected, Google Ads visits carry the real campaign, ad group and keyword names, matched from Google's own record of the click, even when the UTM tags on the ad were missing or wrong.

Focused Score. The 1 to 10 score of how seriously they are looking, recalculated as their behaviour changes.

The written context

Operations teams want structure. Reps want something they can read in ten seconds and act on. After What's interesting, the Brief carries six written fields designed to be scanned rather than parsed.

They arrive in this order:

Latest session summary. One sentence on what they just did. Where they entered, how long they stayed, where they left.

User journey summary. A fuller paragraph covering their entire history with you, leading with what they did on your website: what they keep coming back to, how many times they have returned, how their focus has shifted over time, and the actions that matter, so a pricing request or a booked tour reads differently from a page view. It names where they came from, down to the Google Ads keyword and what the click cost when Google Ads is connected. This is where a genuine buying signal usually shows itself, because the change matters more than any single visit.

Attribution summary. How they originally found you, and what keeps bringing them back, written in plain language rather than raw UTM strings.

Real-time icebreaker. A hyper-local, time-sensitive reference based on where the prospect is: a local event, local news, something happening in their city this week. Something to open a conversation like a person rather than a sequence.

Live talking point. Recent promotions, career milestones, or professional connections you share.

Compelling sales trigger. Company-level intelligence: a funding round, a product launch, an acquisition, a new award, a press mention. The reason to reach out now rather than next quarter.

Where the Brief goes

Because the whole thing arrives as one organised payload, mapping it takes no developer effort for a standard setup. You enable and manage it from the Automation section of your dashboard, and What's interesting comes first, with the same words, everywhere the Brief is shown.

Your CRM. We integrate directly with Salesforce, HubSpot and Pipedrive. Connect your account and the Brief fills in the lead's record automatically, with no manual mapping required.

Slack. The Brief is delivered as a formatted message in your channel, so a rep sees the full context the moment a lead raises a hand, without opening anything.

Email. Your team gets the Brief by email when a new lead arrives and when a lead comes back, with What's interesting right after the lead's card.

Zapier and webhooks. If you use a different CRM, a proprietary internal system or a data warehouse, push the Brief anywhere the moment a lead's context updates. Zapier and webhooks carry the List, the Intelligence Brief and the Intelligence Stream, so your warehouse can have everything.

CSV, Google Sheets and Mailchimp receive the List: your leads' core contact fields, without the Brief. For what each plan can send to each destination, see Integrations and Automation: what you can send, where, and when.

You control which leads are included by attaching a saved filter to the automation. Many teams send the Brief only for leads above a certain Focused Score, so their CRM stays clean and their reps only see what deserves attention.

See the full field list

If you need more than a summary

The Brief is deliberately a summary. That is what makes it useful in a CRM field and readable in ten seconds.

If your team needs the underlying record instead, every session, every page, engagement scores for each one, and attribution for each individual visit, that is the Intelligence Stream. It is built for data warehouses and BI tools rather than CRMs, and it is available through Zapier and webhooks.

Most teams use both: the Brief where reps work, the Stream where analysts work.

Why this matters

Personalisation at scale is one of the hardest problems in B2B sales. Without timely context, reps sound like bots, because functionally they are working like bots, sending sequences based on data that stopped being true months ago.

The Brief means your revenue team has the latest intelligence the second they go to write, not the version that was accurate when the form was submitted. What's interesting tells them why this person matters today, the research removes the time spent looking them up, and the refresh on every return lets them move while the person is still looking.