14 May 2025
Harnessing Intent Data: What It Really Means for B2B Tech Marketing
Intent data isn't a silver bullet. Here's how B2B tech marketers should really use intent signals to prioritise accounts and change behaviour.
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Thoughts, essays, experiments, and playbooks for building better organisations.
Showing tag: intent data
12 Mar 2025
What is intent Data?
B2B (business-to-business) intent data is information about the online behaviour of companies that indicate their interests and purchasing intentions.
15 Mar 2023
Intent data isn’t magic. It’s a way to stop guessing in outbound.
Intent data isn’t magic—it’s a way to stop guessing in outbound. Learn a practical 5-step playbook to prioritise accounts, align sales and marketing, and create pipeline.
17 Jan 2023
What is the dark funnel?
The "dark funnel" is the set of buying signals and influence that shape a deal, but don’t show up cleanly in your attribution reports.
28 Oct 2022
What the Dark Funnel Really Means for B2B Marketers
Riaz Kanani on the dark funnel in B2B marketing—why buyer behaviour is increasingly invisible, and how sales and marketing should respond with intent, alignment and systems thinking.