Recent Discussions
RevCity is the home for B2B marketing, operations and sales professionals to share best practices and ask questions about revenue AI, ABM and revtech.
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Wednesday Wisdom: Intent Data Part 2: Why Sales Hates It (and Why That Makes Sense)
A couple weeks ago, I shared an article written by our head of research @Kerry arguing why intent data should not be called intent at all, but rather signals (highly recommend it if you haven’t read it already!!). In this follow up, Intent Data Part 2: Why Sales Hates It (and Why That Makes Sense), Kerry digs into what’s…
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Wednesday Wisdom: What is that smell?
Before germ theory, it was thought disease came from “bad air.” The smell was a signal — but it wasn’t the cause. In B2B marketing, we’ve made a similar mistake with MQLs. They can correlate with real opportunities, but they are far from what creates them. Our Head of Research, Kerry, just published another brilliant piece…
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Wednesday Wisdom: Intent Data? Let's Call Them Signals.
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…
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Metric Monday: The Only Door Problem in B2B Buying
I love this one! The Only Door Problem: Why B2B Keeps Mistaking the Channel for the Cause by our head of research, @Kerry . Kerry digs into why so many companies still believe MQLs (or other late-stage signals) create demand — when in reality, they’re just catching buyers at the tail end of a long, self-directed process.…
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Metric Monday: LLMs Join the Buyer Journey — They Don’t Replace It
Hi all, Our head of research @Kerry wrote a great LinkedIn article taking on the chatter about LLMs overtaking search traffic and intent data — or so 'they' say. It’s absolutely packed with stats that tell a very different story (some of which are net-new 🎉 from our 2025 Buyer Experience Study coming in November). I’ve…