About the Session
In this episode of Science of B2B, Kerry Cunningham delves into “Signal Substitution Syndrome,” a phenomenon where marketers replace one intent signal with another rather than integrating multiple signals. Kerry explains why relying on any single data signal—whether it’s MQLs, intent data, or anonymous web traffic—is fundamentally flawed. Instead, he advocates for a signal combination approach, where artificial intelligence (AI) synthesizes all available data to generate a singular, powerful signal, indicating when an account is truly in-market.
Topics Covered
Topic 1: Signal Substitution Syndrome Defined.
Kerry introduces “Signal Substitution Syndrome” as the tendency for B2B marketers to treat each new signal as a replacement for older ones, rather than combining them. Examples include swapping out MQLs for intent data or using syndicated content leads without triangulating data from other sources.
Topic 2: Why Single Signals Aren’t Enough.
Using MQLs, third-party intent data, anonymous traffic, or syndicated leads alone often results in low success rates. Kerry explains that relying on these signals independently leads to missed opportunities and lower conversion rates.
Topic 3: The Power of Signal Combination with AI.
By blending multiple signals, marketers can achieve significantly improved account identification accuracy. Kerry highlights how AI tools are essential for combining and interpreting these signals effectively, enabling a clearer understanding of which accounts are in-market.
Takeaways
Takeaway 1: Adopt a Multi-Signal Strategy.
To maximize engagement, combine signals from sources like intent data providers, web analytics, and syndication partners. This triangulation creates a stronger indication of buyer interest than relying on any one source.
Takeaway 2: Use AI to Integrate Signals.
AI plays a crucial role in synthesizing various data inputs into a single, actionable signal that indicates when an account is in-market and ready for engagement.
Takeaway 3: AI as the Solution to Fragmented Signals.
AI not only merges data but also helps identify accounts with the highest likelihood of conversion, overcoming the limitations of individual signals.
Key Quotes
“Each signal by itself is awful. But when you combine them, you create something phenomenal—10x, 20x better than any single signal alone.”
Future Topics
In the next episode, Kerry will explore practical steps for identifying where an account is in its buying journey and discuss marketing strategies tailored to each stage. Expect further insights on how to maximize the effectiveness of intent data for both marketing and sales engagement.
