Intent data became an important part of the ABM playbook because it helped Marketing and Sales figure out which target accounts might be moving into a buying window. It could also surface companies you weren’t actively watching yet, giving you a way...
For all the money, software, automation and artificial intelligence we have thrown at B2B prospecting, an awful lot of it still looks suspiciously like the system Aaron Ross popularized in Predictable Revenue: define the ICP, build the list, find...
Sales keeps asking for better leads.
Marketing keeps pointing to engagement, intent signals, downloads, and website activity.
Then everyone ends up in the same meeting wondering why so little of it is turning into qualified sales conversations.
The...
For the better part of the last decade, B2B marketers have been told that serious account-based marketing requires an expensive intent-data engine telling you which accounts are supposedly in market.
And for a while, those platforms were pretty...
How much are you spending on LinkedIn ads that never turn into sales conversations?
The pressure to generate pipeline hasn’t gone away, but the channels that used to make that job feel manageable are getting less predictable.
The New York Times recently put an extraordinary number on the private equity exit problem: 33,575 companies were sitting unsold in PE portfolios as of June 30, 2026, more than double the...
Third-party intent data became popular for a good reason.
Buyers were doing more of their research online and through social networks before talking to sales, and companies wanted to identify intent early enough to get into the buying process before...
Somewhere along the way, B2B marketing got embarrassed by the word “lead.”
We rebranded ourselves as “demand gen,” “growth marketing,” “revenue marketing,” and “pipeline architects.” We invented new metrics—MQLs, MQAs, influence, intent...
The pressure to generate pipeline hasn’t gone away, but the channels that used to make that job feel manageable are getting less predictable.
Organic traffic is harder to earn, paid search is changing as AI answers more questions before anyone...
