Sales and marketing · Signals and intent
Keyplay
ICP fit scoring and account discovery, now merged with Inflection.
- Vendor
- Keyplay
- Pricing model
- Annual subscriptions quoted by account volume.
- Runs on
- Vendor cloud (SaaS) with tracking script or API
- Agentic OS layer
- Signal
- Industries
- Any industry
- Last reviewed
- November 2026
Our verdict
Useful ICP fit scoring and account discovery, now merged with Inflection.
What it is
Keyplay finds and scores high-fit accounts using transparent fit models, backtesting and intent signals. It has merged with Inflection to build an agent-based B2B marketing platform.
Best for
B2B marketing and RevOps teams defining ICP tiers for ABM.
Not the right fit
Teams needing contact data or intent.
Key capabilities
ICP scoring
Fit by account.
Account discovery
Find look-alikes.
Custom signals
Your own criteria.
CRM sync
Scores to the CRM.
Strengths
- Transparent, backtested fit scoring
- Account discovery with AI agents
- Syncs to Salesforce, HubSpot and Clay
Watch-outs
- Roadmap in flux after the Inflection merger
- Account-level only, no contact data
Pricing
Annual subscriptions quoted by account volume.
Pricing summarised in October 2026 and not re-checked since. Vendors change plans often, so confirm current pricing with Keyplay before you budget.
Security and governance
Intent and visitor data mixes company and sometimes personal data. Check consent and cookie requirements in each market you sell to, how identification is done, and whether the vendor offers a data processing agreement and regional hosting.
How we would roll it out
- Pick three signals that predict dealsCheck them against your last 50 closed-won accounts.
- Score and route, do not floodSend scored accounts to owners with the reason attached.
- Review weekly for the first monthDrop signals that do not lead to meetings.
Compare with
Other tools in Sales and marketing, closest match first.
Common Room
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Best for Teams with active communities or product-led motions who want one view of buying signals.
6sense
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Best for Enterprise and upper mid-market teams running account-based programmes.
Bombora
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Best for Teams that want third-party intent to prioritise accounts or target ads.
BuiltWith
Signals and intent
Which technologies a company runs on its website.
Best for Teams targeting accounts by the technology they use or recently adopted.
Demandbase
Signals and intent
Enterprise ABM platform for intent, ads and account data.
Best for Mid-market and enterprise B2B teams running formal ABM programs.
Leadfeeder
Signals and intent
Company-level website visitor identification, strong in Europe.
Best for European teams that want visitor signals without person-level tracking.
Choosing between Keyplay and the alternatives?
Book a call. We look at your systems, data and governance together and tell you which platform fits, and what to build on it first.