ProspectPath

What ProspectPath does

ProspectPath (legally Converted Media Ltd) operates a B2B customer acquisition platform purpose-built for software companies, helping SaaS and enterprise software vendors reach active software buyers through intent-based lead matching. The core product is the Prospect Path platform, accessible via app.prospectpath.com, where software vendors configure targeting parameters and receive matched leads from a network of comparison sites including Software Path, EHR in Practice, Explore WMS, HRMS Focus, ERP World, and Select. The underlying model combines buyer intent signals with multi-site distribution, differentiating the company from generic marketing-list providers by specializing narrowly in software-vertical demand generation.

The company monetizes via platform subscriptions on a product-led growth motion with a freemium entry point (free account creation on the self-service app), supported by content marketing (blog, newsletter, LinkedIn, Twitter) and thought-leadership assets such as the 2022 Demand Generation Report covering 3,044 enterprise software projects. Named customers include Oracle, Sage, Athena, Elation, Tebra, and Zenefits, spanning healthcare technology, HR technology, ERP, and accounting software verticals. ProspectPath is headquartered in Newcastle Upon Tyne, UK, has 11-50 employees, and operates globally with no disclosed external funding, indicating a bootstrapped, founder/management-owned capital structure.

Name

ProspectPath

Legal name

Converted Media Ltd

Website

https://prospectpath.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

ProspectPath operates a self-service B2B customer acquisition platform that matches enterprise software vendors with active software buyers via intent data and integrated comparison sites. The bootstrapped UK firm serves SaaS and enterprise software customers through a freemium, product-led subscription model.

Ownership category

akta.pro rank

Product category

B2B Lead Generation Software

NAICS

Web Search Portals and All Other Information Services (519290)

SIC

Services-Advertising Agencies (7311), Services-Prepackaged Software (7372)

akta.pro primary industry

Lead Generation & List Building Services (Prospecting, Data Sourcing) (BPAFAKAE)

akta.pro secondary industry

Recommendation & Discovery Engines (content/product) (BPAMAAAG)

Keywords

• B2B lead generation
• Software demand generation
• Customer acquisition platform
• Intent data platform
• Lead generation software

Headquarters

HQ city

Newcastle Upon Tyne

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Platform Subscription: Software companies pay to access the platform and receive matched leads based on targeting parameters. The platform provides a predictable source of new opportunities.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

ProspectPath operates a customer acquisition platform built specifically for software companies. The platform enables software vendors to identify active software buyers and run targeted lead generation campaigns matched by targeting parameters, with integrated presence across multiple comparison sites (Software Path, EHR in Practice, Explore WMS, HRMS Focus, ERP World, and Select). It delivers a predictable, measurable source of new opportunities focused exclusively on best-fit, in-market software buyers.

Product overview

Prospect Path is a customer acquisition platform designed specifically for software companies. The core product is the Prospect Path platform, accessible via www.prospectpath.com and app.prospectpath.com. The platform helps software vendors find best-fit customers by identifying when prospects are actively buying, creating lead generation campaigns that match targeting parameters with active software buyers, and promoting products across comparison sites to reach buyers at multiple stages of the purchasing process.

Differentiator

Problem solved

Functional benefit

Products and services

• Prospect Path Platform A self-service customer acquisition platform for software companies that identifies active software buyers, matches them with vendor targeting parameters, runs lead generation campaigns, and promotes products across multiple comparison sites to reach buyers at multiple stages of the purchasing process.

Quantifiable outcome

• 90% of surveyed companies fell into a high purchase intent segment through relevant content engagement

Named customers6 records

Segments3 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered core.

• Software PathcoreTechnology or IntegrationIntegration with Software Path comparison site, allowing software companies to promote products and generate leads through the comparison platform.
• EHR in PracticecoreTechnology or IntegrationIntegration with EHR in Practice comparison site for healthcare software vendors to reach practices actively evaluating EHR solutions.
• ERP WorldcoreTechnology or IntegrationIntegration with ERP World comparison site for enterprise resource planning software vendors.

Scale indicators1 record

Recent moves1 record

Expansion highlights5 records

Broad incumbents

• G2: Largest software comparison and review marketplace, capturing demand from active software buyers. Operates in the same buyer-discovery layer as ProspectPath's partner comparison sites and increasingly sells vendor lead generation directly — a potential competitive threat and channel partner simultaneously.
• Demandbase: Enterprise ABM and intent platform that helps B2B software vendors identify and engage in-market accounts. Overlaps with ProspectPath's active-buyer matching proposition at the enterprise end of the SaaS market.
• Capterra: Software comparison and buyer-intent platform (Gartner-owned) that helps SaaS vendors reach active software buyers. Directly adjacent to ProspectPath's comparison-site distribution model and a benchmark for the lead-gen economics of this category.
• 6sense: Account-based marketing and intent-data platform that identifies in-market software buyers. Directly competes in the 'active software buyer' detection layer that ProspectPath relies on, with deeper enterprise ABM features.
• ZoomInfo: Dominant B2B intent data and lead-generation platform serving enterprise sales and marketing teams. Direct overlap with ProspectPath in delivering active-buyer leads to SaaS vendors, but at vastly broader scale and with a much larger data asset.

Direct peers

• Lusha: B2B contact and company data platform with a self-serve, PLG motion aimed at SaaS sellers. Comparable freemium-led GTM and overlapping customer segment of software-vendor sales teams.
• LeadIQ: B2B lead capture and prospecting platform built for SaaS sales teams. Highly comparable in product motion (self-serve, intent-led) and target buyer (mid-market SaaS demand-gen and SDR leaders).
• Cognism: B2B sales intelligence platform providing intent data and contact information to SaaS and enterprise sales teams. Closely comparable use case and mid-market SaaS-vendor customer base, with a stronger EMEA footprint that mirrors ProspectPath's UK origins.
• Apollo.io: B2B sales intelligence and engagement platform used heavily by SaaS companies to source and convert leads. Comparable self-serve/PLG motion and mid-market SaaS customer base, with overlapping intent and contact data capabilities.

Emerging players

• Bombora: B2B intent data provider that tracks active research signals across publisher networks. Comparable 'active buyer' data layer feeding SaaS-vendor demand-gen programs, often integrated with comparison and content sites similar to those ProspectPath operates.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/ProspectPath
• LinkedInlinkedin.com/company/prospect-path

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ProspectPath