Everything your marketing team needs
to prime the pipeline

Focused Score

A scoring model built entirely around your actual buyers. Not someone else’s rules.

Traditional lead scoring is built on static human rules: "+10 for a Director title, +5 for visiting pricing." Those rules decay the moment your product or market shifts, and they are always coloured by whoever wrote them. Focused Score does the opposite. It builds a scoring model unique to your website, weighs thousands of overlapping signals at once, including proprietary heatmap engagement, and recalibrates every time you mark a deal Won/Closed. No guesswork. No rules to maintain. A continuously sharpening picture of who actually buys from you.

• Scores are relative and unique to your site, evenly distributed 1–10 across your actual traffic
• Scoring starts on the first visit; the Focused Tab shows everyone at 6 or higher from day one
• Proprietary heatmap data feeds the model, not just pages visited, but how intensely each section was engaged
• Role, career trajectory, company, connections and geography join the model once a lead gives you their email
• Fifteen days of calibration, then your Focused Ratio is compared with the Focused Index, the benchmark across the whole network
• Mark a deal Won/Closed and the AI goes back through that journey and sharpens your ICP automatically (how lead stages work)

Deep Profile Enrichment

All you need is an email. We find everything else.

The moment a visitor submits a form, even with just a Gmail address, the research starts. Bread & Butter cross-references that address with thousands of professional signals and finds their name, role, employer, career history, company news and buying triggers, all written up on the profile automatically (what enrichment finds and where you see it). No configuration. No manual research. And because the intelligence layer is handled, you can strip your forms back to a single email field and watch the conversion rate climb.

• Works from any email, even Gmail. We find where they work from their professional footprint (how every address is verified first)
• If something is ambiguous or unverifiable, we return nothing, never a confident wrong answer
• Profile Highlights are selectable: click any bullet to drop it into a Nurture AI draft
• The research re-runs each time the lead returns, so a new role or a funding round shows up rather than going stale

The Intelligence Brief

Researched, scored, and in your CRM before the first call.

A CRM is a static database: reps either spend time researching prospects or work from stale data that kills deals. The Intelligence Brief is one payload that carries the enrichment, the end-to-end attribution and six written fields a rep can read in ten seconds, delivered into the CRM with no field mapping. It gives your revenue team the latest intelligence at the moment they go to write an email, and it refreshes every time the lead comes back.

• Living context: every time a prospect returns to your site, the Brief regenerates and pushes fresh intelligence to your CRM.
• Six written fields: what they just did, their whole journey, how they found you, a local icebreaker, a live talking point, and a sales trigger from company news (the full field list).
• Sales triggers flag newly won awards, press mentions, product launches and acquisitions the moment they happen.
• Real-time icebreakers: local, time-sensitive references based on the prospect's location, to open with something human.
• Zero workflow change: Salesforce, HubSpot and Pipedrive with no field mapping, plus Slack, email, Zapier and webhooks, so the context sits next to the compose window (what goes where, and when).
• Need the complete record behind the summary? The Intelligence Stream carries every session, every page and every visit's attribution to your warehouse or BI tool.
• No CRM? No problem. Send your Engaged Leads to a Google Sheet as they arrive, or export any funnel as a CSV, so you always have a list of the people who raised their hand, with their name, email and a link to the full profile (every destination, by plan).

Ethical Marketing

AI agents that go to work. Not cookies that sneak around.

Most marketing data is either taken without consent, by IP scrapers guessing who a visitor is, or bought stale, from lists that were never yours to begin with. Bread & Butter is different. When a visitor acts on your site, our AI agents research everything publicly knowable about that person and their company, building a rich profile from real first-party engagement (how this differs from visitor identification tools). No surveillance. No third-party cookies. Intelligence earned from people who actually showed up.

• Built from your visitors, not recycled, purchased lists
• No third-party cookies, no IP guessing, no background surveillance
• Nobody is named until they subscribe, buy, or send a form that already exists on your site (how Engaged Leads are captured)
• First-party and server-side, with zero page speed impact (the reliability and ethics of server-side tracking)
• Built for consent: visitors can disconnect themselves from their data at any time through the Privacy Manager, and your legal and cookie links appear on every gate and consent banner (configuring your legal links)

Nurture AI

Your daily outreach queue. Researched, drafted, and prioritised.

Nurture AI is not a bulk email tool. It is a one-to-one outreach engine that acts as the bridge between your marketing and sales teams. The moment a high-intent visitor is detected, the AI enriches their profile, drafts a personalised message from their career history, company news and exact on-site behaviour, and places it in your Nurture Action Queue, ready to send. Your marketer reviews and approves. The email goes out from your own Gmail or Outlook account, so the reply lands in your inbox and logs in your CRM like any email you sent yourself.

• Queue prioritised by Focused Score and recency, so the most urgent leads always surface first
• Dynamic override: a job change or company award detected? A specialised message jumps the queue
• Return visit acceleration: if they are back on your site, the next step in the sequence generates immediately
• A six-step default sequence, from a personalised introduction on day one to an evergreen rotation, each step written only after the last was sent
• Every draft carries the Call-to-Action you choose, from the list Bread & Butter builds from your own site (how CTAs work)
• Sent as plain text from your own sales inbox, with no images and no tracking pixels, so it reads as a personal email because it is one (why plain text)

Return Visitor Alerts · Mobile App

Strike while the intent is hot.

The moment a lead who has already given you their email comes back to your site, Bread & Butter sends a push notification to your phone. Open the mobile app and everything is waiting: their full journey, their engagement history, and an AI-drafted nurture message ready to send. Not happy with the angle? Tap New Take and the AI rewrites it in seconds. When it is right, send it from the same screen. From alert to personalised outreach in under two minutes, no laptop, no context switching.

• Real-time notification the moment an Engaged Lead returns to your site
• Full lead journey and AI-drafted message on one mobile screen
• New Take regenerates the draft instantly if you want a different angle
• Approve and send from your phone, from the same Nurture Action Queue your team sees on desktop
• Available for iPhone and Android, with every dashboard, journey and score on the phone as well

Attribution Reporting

Stop guessing. Know exactly what’s working , and what’s wasting budget.

Standard analytics count every bot, scraper and accidental click, so when you optimise your media budget off that data you are optimising for noise. The Attribution Report removes all of that first, then shows which channels, campaigns and keywords are producing visitors with intent and leads with names. If a paid channel looks strong in raw traffic but flat in your Focused view, you know in seconds. When you mark a deal Won/Closed, the AI goes back through that lead's whole journey and recalibrates your ICP, so every future visitor is scored against a benchmark built from your actual wins (why Won/Closed matters).

• Focused, Engaged Leads and All Traffic views, plus a tab for every lead stage in use, Won/Closed above all
• GEO / AEO / AI tracking: see when ChatGPT, Perplexity and Gemini are sending you buyers
• Server-side attribution kept for years, with first and last touch and full UTM parameters on every visit (how to set up UTMs)
• Connect Google Ads for cost per lead, cost per Focused visitor and the True Focused CPM, with no spreadsheet (using the report to optimise budget)

Paid Channel Intelligence

Your real CPM is far higher than the platform tells you.

Every ad platform reports a CPM based on total impressions, with bots, competitors, job seekers and accidental clicks included. When Bread & Butter filters that traffic down to the visitors who actually match your ICP, the True Focused CPM changes the picture: you are paying considerably more per real buyer than you thought. That insight changes everything. You know which channels are efficient, which are burning budget on noise, and where a small improvement in targeting quality would have the biggest effect on cost per pipeline.

• True Focused CPM calculated per channel, campaign and keyword from your connected Google Ads spend (LinkedIn, Meta and Reddit coming soon)
• The Paid Traffic Quality Rate shows exactly what fraction of your paid traffic is real, ICP-fit buyers
• Scale, Watch or Investigate: relative rankings tell you where to move budget; the decision stays yours
• Recalibrates automatically as your ICP evolves from Won/Closed deal data

↑ Scale

Top third. The sources, campaigns and keywords bringing the most Focused visitors for the money. Double down here.

◎ Watch

Middle third. Tighten targeting, change the creative, or leave it and watch the next period.

 Investigate

Bottom third. Spend is going out and few real buyers are coming back. Look at what is happening before you decide.

Rankings are relative, no arbitrary thresholds. Bread & Butter compares your own channels against each other, so every dollar you shift from Pause to Scale is an efficiency gain.