How B2B Marketers Use Intent Data to Prioritize Enterprise Accounts

Lucas and Luna dive into how B2B marketers are using third-party intent data from sources like Bombora and G2 to identify which enterprise accounts are actively researching solutions—before the sales team ever reaches out. They break down the difference between 'surge' intent and 'topic' intent, how to layer intent signals on top of firmographic data, and why timing matters more than volume. The episode walks through a real example where a cybersecurity vendor used intent spikes to shorten their sales cycle by 40 percent. Lucas also shares a cautionary tale about acting on noisy intent data without vetting the sources. The hosts discuss how intent data fits into an ABM stack alongside predictive scoring and CRM enrichment. #IntentData #B2BMarketing #EnterpriseABM #Bombora #G2 #AccountBasedMarketing #DemandGen #SalesCycle #PredictiveScoring #CRMEnrichment #MarketingOps #BusinessPodcast #FexingoBusiness #MarketingStrategy #Cybersecurity #BuyerIntent #LeadScoring #EnterpriseSales Keep every episode free: buymeacoffee.com/fexingo