How zeb Built an Agentic AI framework for Autonomous Customer Discovery and ICP Intelligence at Go Global

Challenge: Manual prospecting and inconsistent ICP alignment

Go Global Benefits and its partner ecosystem relied heavily on manual, intuition-driven processes to identify and prioritize employer groups and distribution partners.

Sales and marketing teams spent significant time researching prospects, stitching together data from multiple internal systems and external sources, and making judgment-based decisions on which accounts to pursue. Ideal Customer Profiles were defined informally and applied inconsistently across regions, lines of business, and partner channels.

As Go Global expanded across Benefits, Commercial, and Personal lines, this approach created several challenges. High-quality prospects were difficult to identify at scale. Account classification required manual review. These inefficiencies slowed pipeline development, reduced conversion effectiveness, and limited their ability to scale prospecting in a repeatable and measurable way.

Solution: AI-driven customer discovery with intelligent ICP alignment

zeb delivered an AI-powered Customer Discovery and ICP Intelligence Platform that transformed prospect identification from a manual process into a scalable, data-driven capability.

The platform combines ICP intelligence, external authoritative market data, and Generative AI–driven decisioning to help Go Global and its partners consistently identify, segment, and prioritize the right employer groups and distribution partners across markets and lines of business.

Intelligent ICP creation and management

Business users define ICPs based on client’s strategic focus areas, such as employer size, industry, geography, funding type, benefits complexity, and risk profile.

Generative AI analyzes historical win and loss data, plan performance, and portfolio trends to propose refinements or new ICPs that correlate with higher profitability, better outcomes, and stronger long-term retention.

Each ICP becomes a reusable, governed asset that can be applied consistently across sales prospecting, partner programs, and marketing initiatives, while allowing business teams to review, adjust, and control recommendations.

Automated prospect discovery across lines of business

Once ICPs are configured, the platform continuously scans external employer datasets, regulatory sources, open business data, and partner feeds to surface high-quality accounts that align with Go Global’s profiles.

Discovery logic adapts based on the line of business. Benefits discovery focuses on funding type, plan structure, and workforce characteristics. Commercial discovery emphasizes industry and exposure attributes. Personal line opportunities are identified where relevant.

Sales teams receive curated prospect lists that are already aligned to client’s ICPs, eliminating the need for manual list building and cross-system reconciliation.

AI-Driven Account Classification and Data Enrichment

Generative AI classifies accounts as Personal or Commercial and identifies whether Commercial accounts are Benefits-centric, P&C-centric, or multi-line. Each account is scored against Go Global’s ICPs to determine the best-fit profile and recommended sales motion, ensuring accurate routing and positioning.

Missing account attributes such as industry, employee count, revenue, location, or funding type, are automatically enriched from trusted internal and external sources. This ensures consistent, high-quality data, reduces manual effort, and improves confidence across sales, marketing, and partner teams.

Clear, actionable outputs for sales and marketing

The platform delivers prioritized prospect lists aligned to specific ICPs, clearly distinguishing existing customers, expansion opportunities, and net-new targets.

Each recommendation includes a transparent rationale explaining the signals and attributes that drove the ICP match, along with contact-ready information for immediate outreach.

Marketing teams can align campaigns to defined ICP segments, while sales teams can execute outreach and proposals without additional manual research.

Benefits: Scalable, Data-Driven Growth Enablement

• Faster time to value: Automated discovery, enrichment, and classification reduce activities that previously took days of manual analysis to minutes, allowing teams to focus on strategic conversations.
• Improved targeting accuracy: AI-driven ICP matching increases the likelihood of pursuing high-fit employers and partners, reducing time spent on low-fit prospects and improving conversion effectiveness.
• Scalable growth across partners and markets: The platform supports regional agencies, mid-market brokers, and enterprise partners with a consistent framework for prospecting and book-of-business mining as Go Global expands.
• Reduced operational effort with higher consistency: Automated ICP assignment and standardized logic minimize manual work while ensuring alignment across sales, marketing, partner enablement, and broker users.

Conclusion

By partnering with zeb, the client implemented an AI-driven Customer Discovery and ICP Intelligence platform that replaces manual, intuition-based prospecting with a repeatable, data-driven growth engine. The solution enables them and their partners to consistently identify the right employers and distribution opportunities, improve targeting accuracy, and scale discovery across Benefits, Commercial, and Personal lines.

This implementation positions the client as a data-driven growth partner for brokers and agencies, supporting scalable, profitable expansion anchored in quantifiable ICP intelligence rather than manual research and anecdotal decision-making.

Connect with zeb to build an AI-driven customer discovery platform that scales growth across your insurance and benefits ecosystem.