About the Episode:
In this episode of Science of B2B, Kerry Cunningham takes on the longstanding sales and marketing friction around leads and intent data. Using a metaphor from the film “Da”, Kerry critiques the industry’s reluctance to move beyond leads and embrace the power of intent data. This episode is a direct message to sales teams, urging them to rethink how they approach leads, seemingly duplicate signals, and anonymous website traffic. It’s also a call to leverage intent data more effectively to identify accounts in-market, even when they haven’t filled out forms.
Topics Covered:
Topic 1: The Problem with Leads in Sales:
Kerry highlights the inefficiencies of traditional leads, explaining why their low conversion rates frustrate sales teams—and why it’s time to stop viewing intent data as “another type of lead.”
Topic 2: Rethinking Duplicate Leads:
Multiple leads from the same account are a strong buying signal, not a nuisance. Kerry challenges the common sales mindset of rejecting duplicate leads, explaining their critical role in identifying engaged buying teams.
Topic 3: The Role of Anonymous Signals in Modern Sales:
Anonymous website traffic and third-party intent data can often be better indicators of buying intent than traditional lead forms. Kerry explains why sales teams need to act on these signals proactively.
Topic 4: Why Intent Data Is Not a Lead Substitute:
Intent data, combined with first-party engagement signals, should inform a broader account strategy rather than serve as another list of leads to chase.
Takeaways:
Takeaway 1: Focus on Accounts & Opportunities, Not Just Leads:
Use intent data and anonymous signals to target accounts showing signs of being in-market, rather than waiting for individual leads to engage.
Takeaway 2: Leverage Duplicate Signals:
Treat multiple leads from the same account as a clear sign of buying intent. Encourage BDRs to engage with all leads from a buying team to better understand their needs.
Takeaway 3: Don’t Ignore Anonymous Engagement:
Account-level signals, even without form fills, indicate potential buyers. Engage with these accounts proactively rather than waiting for named leads to emerge.
Key Quote
“When you see anonymous traffic combined with a single lead, that’s a much better signal than just one lead alone. We need to stop thinking about intent data as another kind of lead and start using it to understand accounts in-market.”
Future Topics
In the next episode, Kerry will continue the conversation with sales teams, focusing on practical steps for leveraging intent data to engage accounts that may not yet be ready to talk but are showing signs of being in-market.
