Ben Bradley

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,...

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 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...

Most intent data problems do not show up as data problems. They show up as rep behavior. SDRs stop trusting alerts. AEs ignore account scores. Managers ask why nobody followed up on “hot” accounts. Marketing points to dashboards showing surging interest. Sales points...

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...

A lot of B2B teams have quietly adopted a flawed belief: if one signal is useful, ten signals must be better. So they keep adding. Intent feeds. Website behavior. ad engagement. email opens. review-site activity. firmographic overlays. technographics. enrichment...

One of the most expensive mistakes in B2B marketing is also one of the most common: confusing topic interest with buying intent. An account reads content related to your category. Third-party tools pick up elevated research behavior. The signal gets tagged as intent....

Intent spikes feel like a gift. An account suddenly lights up around a topic your company sells into. The dashboard shows elevated activity. The signal score jumps. Sales gets alerted. Marketing starts to treat the account like it just moved into market. That reaction...

Intent data can help prioritize accounts, but it does not prove buying readiness. Learn how B2B teams can reduce false positives and improve pipeline accuracy.

Intent data is sold with lots of empty promises.  These promises inflate expectations and push teams toward false positives, wasting time and budget. Together, they make “intent” look precise when it’s anything but. More data from more sources has not improved...

In the race for B2B growth, "intent data" is often pitched as a silver bullet. However, the current surge in buying signals is frequently an illusion that erodes accuracy rather than improving it. The Problem: Signal Saturation and Research Noise Buying intent data is...

Intent data no longer creates differentiation. It has become a shared signal layer that every competitor can access, which means it no longer provides strategic advantage. Executive Summary Multiple vendors flag the same accounts at the same time. Outreach converges....

Low-quality intent signals do more than waste time. They change behavior inside your revenue team. Over time, they train sales to distrust marketing inputs entirely. Executive Summary Repeated exposure to weak signals leads sales to disengage. They stop acting on...