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

saraboostani
saraboostani Posts: 395 6senser
in Research Road

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
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Comments

  • Kerry
    Kerry Posts: 188 6senser

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

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