Hex Technologies revolutionized its lead conversion strategy by employing data analysis and artificial intelligence to refine its Marketing Qualified Leads (MQL) approach, transitioning from a gut-feel model to a data-driven one. Initially, Hex assigned scores to leads based on aspects like persona and engagement, but it was still reliant on intuition. By utilizing regression analysis, Hex developed a dynamic app that identifies significant traits and behaviors predicting conversions across different segments. This approach revealed insights like the universal importance of demo requests and varying significance of seniority based on company size. The app, residing in Hex, allows for continuous updates, offering real-time, actionable insights tailored to specific market segments, thereby enhancing campaign specificity and scoring strategies.