Automated contact creation is an additional addon - reach out to our team if you want to know more.

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What Are Contacts?

While leads are companies, progress always depends on the people inside those companies.
Contacts in CustomerOS represent the decision-makers, influencers, and champions tied to a lead. Each contact is linked to the lead’s company object and enriched with role, seniority, and relevance to your ICP. This gives your team the human context needed to run targeted, personalized outreach.

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How Contacts Are Discovered

CustomerOS automatically surfaces and enriches contacts based on:
  • Public and partner data sources (e.g., LinkedIn, press releases, company websites)
  • Your ICP criteria (e.g., job titles, departments, levels of seniority)
  • Behavioral signals (multiple people from same company engaging with your content)
  • Manual additions by your team (always possible for custom scenarios)

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Key Attributes of a Contact

Each contact typically includes:
  • Full name and role → e.g. VP of Marketing, CTO
  • Seniority level → Executive, Manager, IC
  • ICP relevance score → How closely this person aligns with your ideal personas
  • Contact details → Email, LinkedIn, phone (where available)
  • Engagement activity → Touchpoints tied directly to this contact where known

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Why Contacts Matter

  • Personalize Outreach → Talk to the right people with the right message
  • Expand Buying Committees → See when multiple stakeholders are engaging from the same company
  • Shorten Sales Cycles → Prioritize contacts who drive budget and decision-making
  • Strengthen Briefs → Contacts enrich Sales Briefs with real human context

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Example

For a software company lead:
  • CustomerOS surfaces a VP of Engineering (primary decision maker),
  • A Director of IT (technical evaluator),
  • And a Head of Finance (budget influencer).
As engagement grows, you can see which stakeholders are leaning in — and coordinate outreach accordingly.

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Best Practices

  • Focus on ICP personas first → prioritize outreach to contacts who map directly to your ICP.
  • Track multi-contact engagement → multiple stakeholders engaging = strong buying signal.
  • Keep data fresh → CustomerOS updates contacts automatically, but you can add/remove as needed.
  • Leverage in briefs → always review contacts inside Briefs before outreach.

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Next Steps

  • Learn how Leads organize companies as the central object.
  • Explore how Touchpoints reveal which contacts are active.
  • Review how Briefs combine contacts with research to prep your team.