Wednesday Wisdom: Intent Data? Let's Call Them Signals.

saraboostani

Hey all,

Our Head of Research, @Kerry, put together a great article on why we need to step away from the term "Intent Data". The words we use carry weight — and in B2B, “intent data” has often promised more than it delivers. Kerry makes the case for a smarter, more actionable way to think about buyer behavior, one that focuses on signals rather than just data.

Here’s a line that stuck with me:

"Data is what you store; signals are what you act on."

So true!

The article also digs into:

• A simple framework for the three types of signals (Profile, Readiness, Interest)
• Why signals are probabilistic, dynamic, and demand action in the moment
• How relying on “intent data” alone sets marketers up for false alarms

If you’ve ever been frustrated with the promise vs. reality of intent data, this is a must-read. 👇

Stop Calling It Intent: Why B2B Marketing Needs a Signal Shift

Kerry

Thanks for highlighting that, Sara! That's exactly the quote I'd love everyone to focus on. Signals > action!