-
Is Your B2B Customer Data AI-Ready? Here’s the Checklist You Need to Find Out
As of 2025, AI adoption among B2B companies is widespread and growing. Nearly all B2B companies are either utilizing AI tools or planning to do so – but how many of them have the data to use AI effectively? AI is only as good as the data you feed it. That’s not just a soundbite […]
-
Taking Action: 1-Step Closer to AI-Ready B2B Data
By now, you’re well aware that AI is changing how B2B go-to-market (GTM) teams engage buyers, qualify leads, and drive pipeline. As you prepare for this shift towards AI, it’s critical that you don’t lose sight of the fact that AI isn’t plug-and-play – it’s data-dependent. If your CRM is cluttered, your intent signals are […]
-
Why Complete, Accurate Customer Profiles Are Essential for Effective AI Scoring Across Your TAM
In last week’s blog, we looked at the top 10 questions B2B GTM leaders have as they prepare their buyer data for AI. In this blog, we’ll hammer home the reason they feel so obligated to get their data in order. In today’s hyper-competitive B2B landscape, data is the new fuel – and AI is […]
-
The Top 10 Questions B2B GTM Teams Ask About Getting Customer Data Ready for AI
AI is no longer a future concept – it’s already reshaping how modern Go-to-Market (GTM) teams prioritize leads, personalize outreach, forecast revenue, and identify closeable business. But before any of that magic happens, there’s a critical prerequisite: your customer data needs to be AI-ready! GTM leaders are quickly realizing that messy, incomplete, or disconnected data […]
-
New Logo Land: Aligning Intent and Tech Install for New Business
In B2B sales and marketing, timing is everything – and relevance is your secret weapon. The best Go-to-Market (GTM) teams know that simply identifying companies in your Total Addressable Market (TAM) isn’t enough. To win new business, you need to know who’s in-market and why they’re a good fit. That’s where both intent data and […]
-
The Evolving Role of AI in Customer Data Platforms (CDPs)
In last week’s blog, I discussed the key capabilities of Customer Data Platforms (CDPs). This blog will focus on the role that AI plays in CDPs – as discussed by Gartner in their 2025 Magic Quadrant. Artificial intelligence (AI) is quickly becoming a transformative force in the Customer Data Platform (CDP) space. In 2024, AI-driven […]
-
Understanding the Capabilities of Modern Customer Data Platforms (CDPs)
Customer Data Platforms (CDPs) have become essential tools for organizations looking to unify and leverage customer data across channels and departments. At their core, CDPs are designed to ingest, manage, and activate individual-level customer data from multiple sources. As businesses grow increasingly reliant on customer insights to fuel personalization and engagement strategies, CDPs offer a […]
-
Technographic Data for B2B Sales and Marketing: Top Questions & Use Cases
Know their Tech – know their needs. Technographic data—information about a company’s technology stack, tools, and software usage—has become a crucial asset in B2B sales and marketing. This data allows businesses to gain insights into a prospect’s technological environment, helping them tailor their outreach and offerings to match the prospect’s needs with the products and […]
-
Top 10 Questions About Intent Data From B2B Sales, Marketing and GTM
Understanding buyer intent is critical for B2B sales and marketing teams looking to engage prospects at the right time. Intent data provides real-time insights into which companies are actively researching solutions, allowing teams to prioritize high-value accounts, personalize outreach, and accelerate deal cycles. However, many businesses still have questions about how intent data works, the […]
-
Intent Data Should Work Harder
Remember – a good lead at a bad company is ultimately a bad lead. Everyone benefits from having a list of all the people and companies that have been actively searching for your product or service this week, right? That’s been the promise of Intent data. GTM teams rely on that Intent signal and often […]
-
Prioritization: The Sales Prospecting Step You Can’t Afford to Skip
If you’ve been involved in sales prospecting, you understand the cost of pursuing a bad lead or company target. With a comprehensive prospect/lead prioritization strategy, you can identify not only the best companies but the best people to target. Equally important, you can understand who you shouldn’t target. By implementing a structured, comprehensive approach to […]
-
Automatic Corporate Hierarchy Mapping Across Systems for B2B Sales Efficiency
In recent blogs, we’ve looked at several ways your sales and marketing teams can win by mapping B2B hierarchies across CRM and marketing automation systems. From optimizing your ABM strategy to actually identifying buying groups, B2B hierarchy mapping is a critical tool for ascertaining the insights necessary to maximizing the fruits of your GTM efforts. […]
-
Optimizing Your ABM Strategy With B2B Hierarchy Mapping
In our last blog, we explored how B2B hierarchy mapping can be used to identify buying teams. Now let’s consider how B2B hierarchy mapping can optimize your broader ABM strategy. Hierarchy mapping is inherently synergistic with Account-Based Marketing (ABM) because it helps identify, segment, and target the key players within a target account, aligning perfectly […]
-
B2B Hierarchy Mapping For Identifying Buying Groups
You know your B2B solution is perfect for a company, but you’re struggling to get your foot in the door. You’ve spoken to some people at the account who sound interested, but they can’t make the deal happen. How do we find the right people – the people who make up their buying team? Obviously, […]
-
10 Ways to Optimize Your GTM Strategy with Dynamic Customer Data
When we outline a comprehensive plan for how to launch a product or expand into a new market, we need market data. To effectively connect with customers, gain a competitive advantage and deliver unique value, we need to understand the people and company profiles that exist in our Total Addressable Market (TAM), and compare how […]
-
Why Keeping B2B Profiles Up-to-Date Boosts Sales & Marketing Success
Keeping B2B buyer profiles up-to-date is essential for maintaining effective sales and marketing strategies. Unfortunately, keeping profiles up-to-date is tedious and often neglected. Failing to update our customer or buyer profiles does your sales and marketing teams a tremendous disservice. Your teams could spend thousands of dollars and weeks of focus trying to get in […]
-
Winning B2B Markets with Metro-Intent Data
B2B Marketing and Sales leaders are constantly looking for the next innovative method to give them a competitive edge — particularly in driving revenue for their business. One such method that’s become increasingly popular is intent data. But, like many B2B crazes, many of the very people who could benefit most from intent data don’t […]
-
Mastering B2B Buying Groups with Hierarchies & Persona Scores
As most B2B sales and marketers know, the vast majority of our contacts at any target account don’t have the power to buy our products. Figuring out the handful of people who do have that power is critical to ensuring that your highly-personalized content and precision outreach actually leads to revenue. A buying group, typically, […]
-
10 Ways You’re Losing with Static Data
Sales and marketing teams rely on a myriad of customer data to do their jobs. Unfortunately, that data often leads to more problems than benefits because of its siloed, unstructured nature. Static data, which refers to data that does not change once it is created, has several inherent problems and limitations. Acquiring a variety of […]
-
10 Signs Your Buyer Data is Causing Problems for Sales & Marketing
Recognizing signs that your customer data is causing problems for your sales and marketing teams and addressing them quickly is crucial for maintaining effective operations and achieving business goals with data-driven decision making. It all starts with high-quality data. Personalized campaigns, territory planning, lead routing, lead prioritization, cross sell/up sell, analysis, reporting, and the implementation […]
-
10 Benefits to Mapping Hierarchies Across Your Buyer Data
If you’re part of a sales or marketing team, then you’re used to leveraging numerous systems full of people, company and account-level data in an attempt to decide where to focus your resources and effort – but how many of you have hierarchies mapped so that you can explore how your profiles for people and […]
-
Leadspace MAPs: Identity Resolution for Companies & Hierarchies
As I’ve discussed in recent blogs, one of the main issues sales and marketing teams experience is not getting enough value from their data. Unfortunately, simply adding more data hasn’t been solving that issue. The reason for this lack of value is that customer or buyer data is naturally fragmented. The data comes in many […]
-
Leadspace MAPs: The Fast Fix for Your Unproductive CRM
Sales and marketers are looking at buying groups instead of job titles alone. The buying power and functions of any job title isn’t universal between different companies. In order to identify who the decision makers are at a company, we need to understand the hierarchical structure of the company and either know or take educated guesses on whether the person is in corporate or which division someone is in.
-
Forrester is Over – Don’t Go Back to Static Data!
Last week our team had the privilege of attending the Forrester B2B Summit 2024 in Austin, Texas, and it was one heck of an experience. If you took the time to attend the event, odds are that you saw the Leadspace team hustling at our booth or across the show floor in our awesome shoes […]
-
Challenge the Static Quo – Overcoming Buyer Data Obstacles
As we discussed in the previous blog, the main obstacle with operationalizing buyer data is that it is static. It takes a lot of data to build the buyer profiles that our sales and marketing teams need to effectively hone-in on closeable business. Acquiring a variety of static data from multiple vendors means that we […]
-
From Static To Dynamic: Data You Can Actually Use
B2B Sales and Marketing teams, in particular, absolutely love buyer data – they depend on it to do their jobs! Unfortunately, most companies are failing to use it to its potential. The goal is usually to use buyer data to determine who might want their product, but a company’s data is often such a mess […]
-
Easily Adopted CDPs: The Difference Between Success and Shelfware
When it comes to tools, everyone appreciates the ones that work, and usually that means they are easy to use. Unfortunately, analysts report that at any time, 25%+ of our business software is actually shelfware. Shelfware refers to software or technology solutions that have been purchased by a business but are not actively used or […]
-
Leadspace: The CDP That’s Actually Ready to Use
If you’re involved in enterprise-level B2B sales and marketing, you know that in order to compete, you’ll need a Customer Data Platform (CDP) to maintain the massive amount of buyer data that goes into data-driven decision making. If you’re still trying to decide which CDP is best for your company, you’re in luck, because Forrester […]
-
Identity Resolution: The Cornerstone of Your B2B Data Strategy
Identity resolution is the unsung hero in GTM ROI. Fundamental to any sales & marketing endeavor is knowing who that buyer is – and what role they play in any buying team. It’s the difference between flying blind and flying smart. Whether or not you have a strong identity resolution framework is the main factor […]
-
Getting Robbed by Data Vendors? Get Best-in-Class B2B Buyer Profiles for 50% Less!
As B2B marketers, our goal is to deliver effective campaigns targeted at the best opportunities that exist within our Total Addressable Market (TAM) – at the lowest possible cost. This involves identifying our Total Addressable Market (TAM), developing our Ideal Customer Profile (ICP), and then comparing our ICP throughout our TAM to determine which opportunities […]
-
Are You Wasting Your Salespeople’s Time? Apply Weighted Engagement Scores in Marketing
An engagement scoring model is often the signature move for a demand generation team – and they’ve been around for a long time in the marketing world. Most campaign teams use them as a way to understand when a “lead” is ready to be routed to sales. Some teams use simple off-the-shelf models from their […]
-
AI Persona Scoring – When Job Title Guesswork Doesn’t Work
A persona refers to a representation of a user or buyer segment that is created to better understand and design for the needs, behaviors, and preferences of that group. Persona creation is common in fields like marketing, user experience (UX) design, and customer service. It’s especially useful in sales and marketing when it comes to […]
-
Lead Conversion Starts with Signals – Use Fit Scoring or Lose Business!
Identifying the best leads is essential for any company’s success as it helps focus resources and efforts on prospects most likely to become customers. In marketing, we have limited resources (employees, money, time) – we rarely have the ability to “spray and pray” with our sales & marketing efforts. Going at the wrong person before […]
-
Are Your Leads Worth Pursuing? Throw Most of Them Out!
If someone is interested in your product or service, is it necessarily true that they will convert into a paying customer in the future? Does a higher level of interest translate into higher odds of sales conversion? How do we know if the way we are measuring and assessing their interest is accurate? Is that […]
-
Relying on Intent Data Alone: More Harm than Good?
Three out of four B2B sales and marketing teams rely on intent data to prioritize ABM outreach. Intent data is incredibly important as it provides insight into which companies are searching for you – i.e. which companies are demonstrating some level of intent to use your type of product (or specific product). While that’s useful […]
-
Revenue Radar™: Finding the Right Buyers with Engagement Scores
Throughout this Revenue Radar blog series, we’ve discussed how to use Leadspace predictive AI models to determine the companies within your Total Addressable Market (TAM) who need your product (highest Fit scores), which of those companies are actually ready to buy your product (Intent scores), and which buyer Personas are best for you to pursue […]
-
Revenue Radar™: Finding the Right Type of Buyer Using Persona Scoring Models
In our last few blogs, we discussed using Fit (propensity) models to determine the companies within your TAM who need your product, and how to determine which of those companies are actually ready to buy with Intent scores. Now you need to figure out who are the right people to pursue within those companies. Does […]
-
Revenue Radar™: Finding the Right Company Using Intent Scoring Models
Finding the right type of companies within your TAM that need your product is a huge step towards closeable business, but you still need to figure out which of those companies are actually ready to buy your product – this is where intent comes into play. We can determine intent by a company’s search activities. […]
-
Revenue Radar™: An Introduction to AI Targeting
As marketers, we aim to confidently and repeatedly deliver effective campaigns to the best opportunities within our target market – at the lowest possible cost. This means identifying our TAM (Total Addressable Market), developing our Ideal Customer Profile (ICP), and comparing our ICP throughout our TAM to determine which opportunities to focus on, then get […]
-
Leveraging Artificial Intelligence for Customer Targeting
The best way to answer this question is through a company Fit or propensity model that identifies which of these intent-surging accounts your company is most likely to close. Company Fit or propensity models compare your historical data and ICP against all the profiles within your TAM then use AI/ML-Analytics to algorithmically score them by a variety of buying signals to determine their propensity to buy your product right now – as well as indicating whether or not they’re likely to buy in the future.
-
Improving Sales Territory Management and Planning
Aligning your teams to ensure sales quotas are met has never been easy, and the current environment has only made it harder. If your sales goals are not being met, it may be time to optimize your sales territory management strategy by utilizing all available resources effectively to boost sales productivity. What Is Sales Territory […]
-
Data Decay: What, Why and How?
People and companies change every day. Companies make acquisitions, people change jobs, and intentions are dynamic. This means your data changes every day – but is your database up to date? Is the data you use to drive your business as accurate as the day you procured it? Data Decay is an issue that every […]
-
Salesforce Study: Less Complexity, Better Integrations and Immediate Cost Reductions
Pulse and Salesforce surveyed 500 IT leaders across the globe to find out 7 trends and the best practices that are reshaping IT. How are they navigating the data security complexities and pushing forward on their digital transformation goals? What are their winning strategies for retaining talent and resources? And how do they drive innovation […]
-
Moneyball ABM: Aligning Outbound with Readiness and Engagement
In the last few blogs I discussed how to discover your TAM and assign territories, then how to determine where to focus your sales and marketing efforts by using AI/ML models to score leads and understand who is ready, eager and able to buy your product. We also discussed how to turn the profiles within […]
-
Moneyball Campaigns: Map and Define Marketing Campaign Segments By Territories
In the last two blogs I discussed how to discover your TAM and assign territories, and then how to determine where to focus your sales & marketing efforts by using AI/ML models to score leads and understand who is ready and able to buy your product. Now let’s look at how to turn the profiles […]
-
Moneyball Navigation: Map Account Readiness to Your TAM
It’s always that time of year. In sales and marketing we’re always starting a new quarter, ending a new quarter, trying to create demand for the following year or just planning. We always want to start strong and grow better. Assuming you start strong – how do you grow better? How do you outsmart the […]
-
Moneyball for Sales Territory Management
It’s Q4 for most of us, and this is the time of year when revenue operations professionals spend time understanding and redefining sales territories. Sizing territories alone is next to impossible to do by hand, and the tedious process of narrowing down all of the possibilities is expensive, time consuming, and error prone. Even after […]
-
How to Double Your Account-Based Marketing Performance
Choosing ABM accounts based on gut or table stakes profiling – like firmographics – isn’t enough anymore. Successful ABM comes down to discovering your TAM, building profiles at the person, account, and buying center levels, and then comparing them against your ICP in order to focus your time and effort on the accounts most likely […]
-
5 Ways to Use Intent Data for Sales and Marketing
B2B Marketing and Sales leaders are constantly looking for the next innovative method to give them a competitive edge—particularly in driving revenue for their business. If you work in sales or marketing, there probably hasn’t been a day where you have not heard about implementing or operationalizing intent data to target and engage your prospects […]
-
What is Enterprise Profiling?
As B2B marketers, our goal is to deliver effective campaigns targeted at the best opportunities that exist within our Total Addressable Market (TAM) – at the lowest possible cost. This means identifying your TAM, developing your Ideal Customer Profile (ICP), and comparing your ICP throughout your TAM to determine which opportunities to focus on, then […]
