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Marketing Data Flywheel

Sep 3, 2020

MQLs used to be a meaningful B2B marketing metric.

Today they're just a proxy for low value opt-ins.

Sprinkling intent data on syndicated content or sales acceleration services doesn't somehow make them real leads.

May 1, 2020

It's a common question during the COVID-19 #WFH crisis. Intent Data volumes are falling. Just when we need it most! Why??!!

It has to do with the collection method. Many rely on IP address resolution and ad activity.

So even while activity is up (check out Kipp Bodnar's HubSpot data here) many data sources seem to be...

Apr 24, 2020

Lots of people talk about intent data and integration of a full data stack. Few really think through it. And VERY few go learn a new programming language to make it happen.

Chris Taylor, Director of Marketing at Cybereason, joins me to to talk about his ongoing data adventure and insights.

Apr 10, 2020

40% of B2B technology budgets was earmarked for event marketing in 2020 according to industry estimates.

And in the space of two weeks that all evaporated.

Or did it?

Contact level™ third-party intent data can capture engagement with canceled, postponed, future and yes, even virtual events.

That means identifying...

Apr 3, 2020

It's natural to wonder how accurate buyer intent data really is. 

That's a simple question to ask - a complicated one to answer. 

There are opportunities for inaccuracy at technical and human points in the process.

This episode pulls back the veil on accuracy from start to finish.