B2B Marketing with Fexingo · 2026-06-17 · 12 min
In episode 58 of Fexingo's B2B Marketing show, Lucas and Luna explore how intent data helps enterprise marketers prioritize accounts that are actually in-market. Lucas breaks down the difference between first-party and third-party intent signals, using the example of a cybersecurity vendor that increased its conversion rate by 40 percent after switching from broad ABM lists to intent-scored account tiers. He explains why buying intent data from a vendor like Bombora or G2 can backfire if you don't filter for signal strength and timing. Luna challenges the cost justification for small sales teams, and Lucas shares a simple tiering framework: Tier 1 accounts get direct outreach, Tier 2 gets nurture sequences, Tier 3 gets saved for retargeting. The hosts also discuss common mistakes - like treating all intent signals as equal - and offer a practical rule: intent without recency is just noise.
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