How B2B Marketers Use Intent Data to Prioritize Accounts

Episode notes

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.