Every B2B database rots. Companies move domains, get acquired, shut down, or quietly stop answering. A lead list bought eighteen months ago is mostly a list of bounces waiting to happen — and you pay for those bounces twice, once in connects and once in sender reputation.
Actualization is a background process that keeps company records honest. It re-visits company websites on a schedule and refreshes:
- the working website URL, including
www.fallbacks and redirects - contact emails and phone numbers found on the site
- employee count and derived company size
- the description and keywords used for search and targeting
Companies whose sites have gone dark are marked inactive, so they stop showing up in searches and stop being added to your segments. An AI enricher fills in the fields plain extraction cannot reach, such as what the company actually sells when the homepage is all marketing copy.
Companies added to your segments from a saved search are actualized on arrival, so leads are current on the day you first email them — not on the day someone scraped them.