Intent Data: Sourcing, Evaluating, and Activating Signals in B2B Marketing
Overview
This skill covers how B2B marketers should source, evaluate, layer, and activate intent data signals — from first-party behavioral signals to third-party vendor data to industry-specific triggers. All practices are sourced exclusively from Exit Five podcast guests across 9 episodes. Where guests disagree, those disagreements are surfaced explicitly rather than resolved.
Building an Intent Signal Fo
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