B2B Marketing's Evolution: From Automation to Buyer Intent Data

Allison Snow shares how signals provide deeper insights into prospects' needs, going beyond buyer intent data to reveal intent triggers. She offers key insights, examples, and what to expect as B2B marketing continues to evolve.

"Be ahead of the tech. Don't get caught flatfooted… Figure out what your top signals are."

Key Insights:

  • Signals offer a deeper understanding of a prospect's needs, enabling more relevant and timely interactions. While buyer intent data indicates interest, signals reveal the specific triggers behind that interest.
  • With the rise of predictive analytics and account-based marketing (ABM) tools, combining external data with traditional lead scoring has become essential. However, effective engagement strategies and technology are vital to activating these insights
  • Static data queries are insufficient for dynamic signals. The ideal approach should integrate diverse data sources, provide real-time insights, and automate workflows.
  • Sales and marketing teams should identify key signals that resonate with their prospects to avoid generic campaigns. By collaborating on these insights, they can create tailored strategies that enhance data capture and activation efforts.
Allison Snow
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Allison Snow is the CMO of Streampoint Solutions, a leading event management platform. She’s spent over 20 years building expertise across go-to-market functions, operating as a VP-level practitioner in sales enablement, product marketing, revenue marketing, content marketing, customer marketing, and as the lead of strategic marketing consulting at a revenue marketing firm, as well as consultant, advisor, and industry analyst at Forrester. She believes that growth accelerates when when a purpose-driven, aligned GTM function works harmoniously to give customers the confidence they need to buy, renew, and advocate. Allison calls Boston home and has a Bachelor of Arts in international relations from Boston University and an MBA from Simmons College.

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