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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Insights
Thoughts, essays, experiments, and playbooks for building better organisations.
Showing tag: go to market
29 Apr 2025
LinkedIn Ads for SaaS Companies: 7 Strategies to Maximise Leads
LinkedIn Ads for SaaS: 7 strategies to maximise B2B leads—tighten ICP targeting, use Lead Gen Forms, intent data and Conversation Ads, and track pipeline KPIs.
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.
17 Feb 2025
Why Gen-Z Value Strong Brands (And What That Means for B2B)
Riaz Kanani on why brand matters in B2B tech, how Gen-Z buyer behaviour reshapes decision-making, and how to build a narrative that reduces cognitive friction.
5 Feb 2025
How to Cut Through the Noise by Making Better Bets
Riaz Kanani on cutting through B2B noise by making better strategic bets—focusing on decisions, signals, and alignment rather than more activity.
15 May 2023
Mind the Gap: Why B2B Tech Needs Better Thinking, Not Just More Tools
Riaz Kanani on the Rockstar CMO FM podcast: bridging the gap between B2B marketing metrics and real buying behaviour, aligning sales and marketing, and focusing on signal over noise.
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.
22 Apr 2022
What Really Works in B2B Tech Marketing (and What Doesn’t)
Riaz Kanani on what actually works in B2B tech marketing today—account focus, sales-marketing alignment, and using data and AI to change real behaviour.
26 Feb 2021
Storytelling and B2B Marketing
Storytelling is a key pillar for success in B2B marketing. Hear from the expert, James Trezona.
18 Jan 2021
No one sells (or markets!) in a silo!
We know B2B group dynamics are different yet how can you use these dynamics to produce better results. I sat down with David van Schaick at The Marketing Practice to discuss this very thing in the next Think Human episode.
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