Why Intent Data Fails Most B2B Teams (And How to Get It Right)

B2B intent data is one of the most talked-about topics in go-to-market right now, but real, practical use cases are surprisingly hard to find. In this episode of Demand Decoded, Dan and Phil cut through the noise and get into how intent data actually works, where it comes from, and how to put it to use across your marketing and sales motions.

They cover first-party vs third-party intent data, buying triggers, account-level signals, and how to layer intent into LinkedIn advertising, outbound sequences, and AI-powered prospecting agents. If you've been promised the world by intent data vendors and aren't sure how to operationalise it, this one's for you.

WHAT WE COVER:
- What B2B intent data actually is - first-party, third-party, and reverse IP intent explained
- How to identify the right intent signals for your category and buying triggers
- Using B2B intent data in LinkedIn advertising to target in-market accounts
- Intent data use cases for marketing teams, from demand generation to event targeting
- How sales teams can use intent data in outbound sequences and AI prospecting agents
- Why most B2B intent data strategies fail, and what to do differently

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00:00 Introduction
01:29 What Is B2B Intent Data?
03:51 First-Party vs Third-Party Intent Explained
11:59 Matching Intent Signals to Buying Triggers
17:30 Using Intent Data in LinkedIn Advertising
26:49 Intent Data Use Cases for Marketing and Sales
38:10 AI Agents, Outbound and What's Next

Видео Why Intent Data Fails Most B2B Teams (And How to Get It Right) канала Demand Decoded