Prospect's university/college degrees, articles and publications, shared social media posts, immediate colleagues or supervisors etc.
Company's case studies, notable clients, competitors, conferences, events, marketing activities etc.
Company's CRM, preffered programming language, open positions, website quality, app ratings on the app store etc.
Company's site traffic, page views, customer engagement, avarage number of likes on posts etc.
Prospect's social behavior, activism, values, interests, causes they support etc.