Not Every “Interested Buyer” Is Actually Buying
Most B2B teams rely on intent signals to find prospects.
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Meditations on Intent Data
by Marc Aurelius, Philosopher in Residence at Macon Raine, Inc.
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More Data Isn’t the Answer
There’s no shortage of signals. What’s missing is clarity.
Intent data still has value. But only when it’s used carefully, combined with context, and validated against real outcomes.
The goal isn’t to find more activity. It’s to find the accounts that are actually ready to move.
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B2B Intent Data Reality Check: Signal vs. Noise
Reddit discussions across B2B sales and marketing communities about intent data reveal a massive gap between the promises of intent software vendors and the reality on the front lines. Across multiple Reddit threads, practitioners are largely concluding that generic,...
The Real Cost of Bad Intent Data Is Not Bad Leads. It Is Rep Distrust.
Bad leads are frustrating. But they are not the biggest cost of weak intent data. The bigger cost is rep distrust. Once sales believes the scoring system is unreliable, every future signal has to fight an uphill battle. Reps may still check the dashboard. They may...
Intent Scoring Has Become Operational Debt
Intent scoring usually starts with a good goal: help sales and marketing focus on the right accounts. But over time, many scoring systems become something else. They become operational debt. Old assumptions stay in the model. New signals get added without removing...
