What does it mean for a prospect list to be accurate?
An accurate prospect list is one where every record still describes the real person behind it. The name is right, the person still works at the company on the list, they still hold the role that made them worth contacting, and the email address reaches them. Accuracy in contact data is less about typos and more about time. A list can be perfectly correct on the day you build it and quietly wrong six months later.
That's because people move. A Head of Demand Generation gets promoted to VP of Marketing. A marketing operations manager moves to a different company. A founder hands the growth job to a new hire. None of those changes shows up in your spreadsheet or your CRM on its own. You only find out when an email bounces, or worse, when it lands with someone who no longer owns the problem you solve.
You check a list by comparing each record with a current source. For one person, that means opening their LinkedIn profile or their company's team page and confirming the title and employer. For a list of 300 people, it means doing that 300 times, then deciding what each change means for your campaign. That decision is the hard part. A new title might still be exactly the person you want, or it might mean they've moved out of the role entirely.
This is work an AI agent handles well. It's repetitive, it depends on reading current public information, and each record needs a small judgment call that follows clear rules. Kite is an AI marketer. It researches your business, builds a growth strategy, and ships the work that brings you new customers. Keeping your prospect lists current is part of that job, and here's how Kite does it.
How Kite keeps your prospect lists up to date
Kite starts with the list you already have and the reason it exists. It confirms each person's current role and employer from a current public source, then decides whether that person still belongs on the list given the audience it was built for. Next, it fills in the contact details the list is missing and records how reliable each email address is. Finally, it re-scores the people who remain so you know who to contact first.
When the list feeds an email campaign, Kite runs the same role check again before it writes each message. That way, the check happens right before the send instead of weeks earlier.
- Start from the list you already have
- Check whether each person still holds their role
- Decide who still belongs on the list
- Fill in missing details and verify email addresses
- Re-score the list and save it where your team works
- Check roles again right before a campaign goes out
Start from the list you already have
Kite treats your existing list as the starting point, not something to rebuild from scratch. It loads every row you give it, whether that's a spreadsheet, a file you upload, or a set of contacts in your connected CRM. Then it refreshes the details that change over time, such as title, employer, and email, and researches only what each record is missing.
Kite also needs to know who the list is for. If it built the list, it already has the audience. If you built it yourself, Kite uses what it knows about your ideal customer profile from its research on your business, plus anything you tell it about the campaign. "Heads of marketing at B2B software companies with 50 to 500 employees" gives Kite a clear test to check every person against.
Check whether each person still holds their role
Kite checks each person's current title and employer against a current public source, such as their LinkedIn profile or the team page on their company's website. It looks up the profile directly rather than relying on the copy stored in your list, so the answer reflects where the person works today. Each record keeps the source Kite used, so you can open it and see the evidence yourself.
The lookup tells Kite two things about each person: whether they're still at the same company, and whether their title has changed. A person who left your target account and a person who was recently promoted both show up clearly, with the details of what changed.
Decide who still belongs on the list
A changed title doesn't automatically mean a person should come off the list. Kite reads each new title against the audience the list was built for, the way you would. If your list targets marketing leaders and someone moved from Director of Marketing to VP of Marketing at the same company, they still fit, and Kite keeps them with a note about the promotion. If someone moved from Head of Growth into a customer success role, they no longer own the problem you solve, and Kite drops them.
Kite doesn't decide by matching keywords. A title can contain the word "marketing" without being a marketing leadership role, and a title like "Head of Revenue" can describe exactly the person you want. Kite reads the whole title the way a person would and decides whether it matches the role you described.
People who have left their company come off the list for that account, with the source that shows the change. If you still want to reach that account, you can ask Kite to find who holds the role there now. Anyone Kite can't confirm from a current source stays on the list with a clear label, so you can decide what to do with them instead of losing them silently.
When the list feeds an email send, Kite also drops anyone your team has recorded as opted out. That keeps an old list from emailing someone who already asked you to stop.
Fill in missing details and verify email addresses
Once Kite knows who still belongs, it fills in the details each record is missing. That usually means a professional email address, a LinkedIn profile, or the company's website domain. Kite uses its built-in data sources for this work, and it tries more than one source before it marks an email as not found.
A found email address isn't the same as one that will reach the person. Kite keeps each address's verification result next to it, such as verified, catch-all, or risky, so your team can see which addresses are safe to send to. Kite only includes addresses a data source actually returned. It never guesses an address from a name pattern like first.last@company.com.
Kite also keeps the list to professional information. It doesn't add personal email addresses, phone numbers, or home addresses.
Playbooks for this step
- How to enrich a prospect list with ClayFill in the missing company and contact details on a partial list before outreach, using Clay's ability to check several data providers in one pass.Coming soon
Re-score the list and save it where your team works
After the check, Kite scores each remaining prospect from one to five against your current customer profile, with a one-line reason for each score. A list built a year ago was scored against the customer profile you had then. If your positioning has changed since, the re-score shows which prospects are still your best bets. For lists with more than about fifteen people, Kite also splits them into primary and secondary groups.
Kite returns the updated list in the conversation where you asked for it, in the Kite web app or in Slack. It can also save the list to a spreadsheet or update the contacts in your connected CRM, so your sales team works from the same current records.
Check roles again right before a campaign goes out
The most useful time to confirm a person's role is right before you write to them. When Kite runs an email campaign, it verifies each recipient's role and company before it writes their message. That catches the person who changed jobs between the day you refreshed the list and the day the campaign goes out.
The same research gives Kite something relevant to say. A recent promotion, a new company, or news about the account all make the email more specific to the person reading it. Kite asks for your approval before it sends anything, and it reports which messages were delivered, which failed, and who replied.
What you get
A checked prospect list
Every person's current title and employer, confirmed from a current public source, with a link to that source.
A clear record of what changed
Promotions, title changes, and people who left the company, each marked so you can see why a person stayed or came off the list.
Labels for anyone Kite couldn't confirm
These records stay on the list with the reason, so you decide what happens to them.
Complete, verified contact details
Professional email addresses with their verification result, plus LinkedIn profiles and company domains.
Fresh fit scores
A score from one to five for each remaining prospect, with a reason, measured against your current customer profile.
A list ready for your next campaign
The updated list in your spreadsheet or CRM, or used directly as the audience for an email campaign Kite writes.
How to get started
Give Kite the list and tell it what you want in plain language. You might say, "Check that everyone on this list still holds the role we picked them for," or "We're emailing this list next week. Clean it up first." You can upload a file, share a spreadsheet, or point Kite at a set of contacts in your connected CRM.
Kite uses what it knows about your customers and positioning to confirm who the list is for. Then it does the research and returns the updated list with every change marked.
You don't need to connect a data provider to start. Kite's built-in data sources handle the role checks and the contact details. Connect your CRM when you want Kite to update the records there, or connect your own People Data Labs account if your team already uses it.
Kite asks for your approval before it sends any email to the people on the list. You can work with Kite in the Kite web app or in Slack.
Integrations used to keep prospect lists up to date
Kite's built-in data sources do most of this work without a separate account. They confirm where each person works today and fill in the details your list is missing. You can also connect a data provider your team already pays for.
Confirm current roles and employers
Kite looks up public LinkedIn profiles and company pages to confirm each person's current title and employer.
Kite researches people and companies from LinkedIn data, including leadership at a company and a work email from a LinkedIn profile.
Fill in missing contact details
Kite enriches a list with company and contact details from several data providers in one pass, including work email addresses for the people on it.
Connect your own People Data Labs account, and Kite can enrich people and companies on your list with the data you already pay for.
Common questions
How often should I refresh my prospect list?
Refresh a list right before you use it. A list that has sat untouched for a few months has almost certainly drifted, because people change roles and companies all the time, and you can't tell which records went stale by looking at them. Checking right before a campaign means every result reflects where people are on the day you contact them. When Kite runs the campaign itself, it confirms each recipient's role before writing to them, so that check is built in.
How do I clean up an old contact list?
Start by deciding who the list is for, because that tells you what counts as a good record. Then confirm each person's current title and employer from a current source, remove anyone who has left the company or moved out of the role, and fill in missing email addresses. Finally, check that each address is valid before you send to it. Kite does each of these steps on a list you give it and marks every change, so you can see what was removed and why.
What happens to contacts Kite can't confirm?
They stay on the list with a label saying Kite couldn't confirm them from a current source. Kite doesn't quietly delete a record just because it couldn't find the person. You can decide whether to keep them, research them yourself, or leave them out of the next send.
Will Kite remove someone who was promoted?
Not if the new role still fits the audience the list was built for. Kite reads each new title against the role you described. A Director of Marketing who becomes VP of Marketing at the same company usually still fits a list of marketing leaders, so Kite keeps them and notes the promotion. Someone who moved into an unrelated function comes off the list.
Do I need my own data provider account?
No. Kite's built-in data sources, including Clay, Crustdata, and public LinkedIn data, handle the role checks and contact details without a separate subscription. If your team already pays for a provider such as People Data Labs, you can connect it and Kite will use it as well.