Never gonna give you up

Intent data has become one of the most overconfident inputs in B2B revenue strategy. That does not mean intent data is useless. Far from it. Good intent data can help teams spot market movement earlier, identify accounts showing topical interest, and add context to...

Most B2B teams do not have an intent data problem. They have an evidence problem. Third-party intent signals are often treated as if they arrive pre-validated. An account is researching a topic, scoring highly, or showing elevated behavior, so the organization acts...

When sales and marketing teams stop trusting each other, intent data is often somewhere in the background. Not because intent data is inherently bad. But because it is frequently interpreted too aggressively, then operationalized as if it were proof. Marketing sees...