Is leveraging intent data in your B2B marketing a game changer, or a risky business?

Intent data can tell you which accounts are warming up before they ever raise a hand. Used well, it is a genuine edge. Used carelessly, it is an expensive way to annoy people.

The promise

Sharper targeting, earlier timing, and outreach that arrives when a buyer is actually researching — not weeks after the decision is made.

The risk

Signals are noisy, sources vary in quality, and acting on weak data erodes trust. Treat intent data as one input into a human judgement, not a trigger for automated spray-and-pray.