SalesWings is a powerful lead and engagement intelligence platform that helps marketing and sales teams identify buying intent, prioritize leads and accounts, and deliver actionable insights through seamless integrations with tools like Salesforce, Segment, Braze, and more.
In addition to SalesWings main tracking script of first-party behavior signals, we find three foundational data elements:
Custom Events
Lead Attributes
Event Properties
Together, they offer a complete picture of a lead’s behavior, profile, and interests—empowering more accurate segmentation, prioritization, and sales & marketing alignment.
Overview of Key Data Features
Custom Events (CE) capture lead and account activity—what they’re doing and how they’re engaging. Whether a user registers for a webinar, makes a purchase, or interacts with your app, these activities are recorded as Custom Events.
Event Properties (EP) are details that describe a specific Custom Event. For example, if a lead watched a video, the video title, duration of engagement, and associated campaign could be logged as Event Properties.
Lead Attributes (LA) store static or semi-static data points about a lead or account—like job title, company size, or industry. These are similar to CRM fields and are typically used for lead grading and sales visibility.
In other words:
Custom Events tell you what happened.
Event Properties explain how or what specifically happened.
Lead Attributes tell you who the lead is.
Comparison Table
Feature | Description | Example Use Cases | Visibility | Destination | Use in Scoring/Tags | Best For |
Custom Events (CE) | Captures actions or behaviors linked to leads/accounts | Webinar registration, email click, app login | Visible to sales teams | Synced across all integrations | Yes | Engagement tracking |
Event Properties (EP) | Adds detail/context to a Custom Event | Video name, watch duration, promo code used | Not visible to sales teams | Not sent to Salesforce | Yes (main use case) | Granular scoring/tagging for more precise segmentation |
Lead Attributes (LA) | Static info about a lead/account | Job title, industry, company size | Visible to sales teams | Forwarded to Salesforce (coming soon) | Yes | Demographic & firmographic scoring |
Interested in learning more about your prospects' interest? Talk to your Customer Success today and start building a rich, actionable profile of your leads!
If you have questions, please contact us at support@saleswingsapp.com!