1. Identify target accounts. This includes assembling data on potential accounts and selecting the right targets. Like many data gatherers, Lead Genius uses a combination of Web and other sources to build company and contact lists. Nearly every vendor who does this applies some form of natural language processing to extract information from unstructured sources. Lead Genius does this too. But it goes further by using artificial intelligence to identify records with questionably accurate information. It then sends these to humans for direct verification by telephone. The company guarantees 99% accuracy in its data, which is significantly better than most competitors can offer. AI's contribution here is to let Lead Genius call only the companies that need human contact, reducing over-all effort substantially.