MadKudu scores the leads already in your funnel, and it now sits inside HG Insights’ enterprise platform. Ocean finds and ranks accounts across your whole market.
Used by teams at
HG InsightsScoring the leads and accounts already in your funnel.
MadKudu is a predictive lead and account scoring platform. It trains models on your historical conversion data to score fit and likelihood to convert. HG Insights acquired it in August 2025 and now sells it inside an enterprise platform with technographic data.
Finding and ranking the accounts that look like your wins, across your whole market.
Ocean is contextual intelligence for go-to-market. It reads what every company actually does from its own website, learns what good looks like from your closed-won and closed-lost deals, and ranks your whole market against it, with the reason behind each score. The ranked accounts arrive in your CRM, your rep queue or your AI agents.
What buyers weigh, grouped by the job each part does. A green check marks the stronger side.
| Topic | Ocean.io logo Ocean | HG Insights |
|---|---|---|
| Finding the right accounts | ||
| Learning from your conversions | Core of the product. Segments and models learned from your won and lost CRM deals. | Machine-learning models trained on your historical conversion data. |
| Net-new account discovery | Ocean is stronger here. Lookalikes across the whole market, not only the accounts in your funnel. | Scores the leads and accounts already in your funnel. |
| The reason behind each account | Segment, score, tier and matched signals on every account and every export. | An explainer overlay on each score. |
| How it understands a company | Ocean is stronger here. Reads what each company does from its own website. | Firmographics plus product usage data. |
| Contacts and data | ||
| Contacts | Ocean is stronger here. Verified emails and direct phones from a waterfall across 16+ data sources. Charged only when a contact is found, and exports are free. | MadKudu has no contact database of its own. |
| Company data | 85M+ companies, built from the open web. | HG Insights’ technographic data on installs, spend and intent. |
| Fit, need and intent models | Up-to-date signals built in-house from each company’s own teams, leaders, hiring and website. | Fit, Need and Intent scoring models in HG’s Sales Copilot. |
| Workflow and pricing | ||
| Independence | Ocean is stronger here. Independent and self-serve. | MadKudu has been part of HG Insights since August 2025. |
| AI agents and MCP | MCP server, public API and a chat agent on the same data and lookalike engine. | An HG MCP server, alongside MadKudu’s own MCP and API. |
| Pricing | Ocean is stronger here. Two ways to buy: a flat-rate plan with credits included, or a custom plan built around your deals and credit volume. | No standalone price. Buyers report a median of $33,644 a year for MadKudu. |
Reviewers rate it well for explainable scores. The complaints are about its narrow scope.
4.5 out of 5
HG Insights’s average on G2
The rating is from G2, from 46 reviews. The themes come from review write-ups.
MadKudu no longer lists a standalone price. Buyers report a $33,644 median across 40 purchases.
Median HG Insights contract
$33,644 a year
Half of buyers pay less than this and half pay more, across 40 purchases.
HG Insights launched its Contextual Intelligence Platform in October 2026, with Fit, Need and Intent scoring and an MCP server. MadKudu’s scoring now sits inside an enterprise bundle.
A flat-rate plan with credits included, or a custom plan built around your deals.
Contacts are charged only when one is found. Exports are free.
See Ocean pricingBoth learn from what converted. They differ in whether you score your funnel or find your market.
Choose HG Insights if Ocean.io logo Already on HG Insights?Five steps, working back from your renewal date.
Find your term and renewal date, and what changes when MadKudu moves onto HG Insights’ pricing.
Export your scores, and note the conversion data and fields your models use.
Connect HubSpot, Salesforce, Pipedrive or Attio. Ocean reads your closed-won and closed-lost deals to learn what a good account looks like.
Ocean proposes segments and scores, with the reason on each. Correct anything that doesn’t match how you sell.
Scores, segments and matched signals go back to your CRM, or into Apollo, Instantly or Lemlist sequences.
The right alternative depends on what you use HG Insights or MadKudu for. Here’s what each is built for and where Ocean starts.
KeyplayBuilt for Teams that want ICP scores they can inspect and backtest, now part of Inflection.
Where Ocean starts Ocean learns from your won and lost deals, covers any industry and finds the contacts too.
LeadspaceBuilt for Teams that keep GTM profiles, signals, routing and scoring accurate in one data cloud.
Where Ocean starts Ocean ranks your market from your own won and lost deals, with the reason on each score.
LandbaseBuilt for Teams that want natural-language audience search and outreach from one AI platform.
Where Ocean starts Ocean learns from your own closed-won deals and leaves outreach to the tools you already use.
DemandbaseBuilt for Enterprise ABM programs that combine account data, intent and advertising.
Where Ocean starts Ocean ranks accounts from your own wins and sells no intent or advertising.
6senseBuilt for Enterprise teams that predict in-market accounts and run ads, sales alerts and AI email around them.
Where Ocean starts Ocean shows which accounts look like your wins and why, without a multi-year enterprise contract.
Short answers on what MadKudu costs, what changed after the acquisition, how Ocean compares and what switching takes.
MadKudu no longer lists a standalone price. Buyers report a median of $33,644 a year across 40 purchases Vendr tracked, with contracts ranging from $15,000 to $91,000.
HG Insights acquired MadKudu in August 2025 and now sells its scoring inside an enterprise platform.
A platform HG Insights launched in October 2026, with Fit, Need and Intent scoring models and an MCP server, built on its technographic data.
MadKudu scores the leads and accounts already in your funnel. Ocean finds and ranks accounts across your whole market.
Yes. Use MadKudu to score the leads you have, and Ocean to find the accounts you don’t have yet.
Ocean reads what each company does from its own website, learns from your closed-won and closed-lost deals, and returns ranked matches with the reason on each one.
Check your contract and renewal date, export your scores, connect your CRM so Ocean reads your won and lost deals, review the segments and scores Ocean proposes, then send scored accounts to your CRM or sequencer.
