B2B Go-to-Market Strategy: Using Intent Data to Build Pipeline

Episode notes

Most B2B marketing isn’t failing because of bad creative. It’s failing because it’s mistimed. In this episode of Humans of Growth, I sit down with Kara Brown, CEO of Lead Coverage, to break down what’s actually driving revenue in modern B2B: precision, timing, and systems that identify buyers before they raise their hand. We dive deep into B2B intent data - what it is, how it works, and why form fills are a lagging indicator of real buying interest. Kara explains the difference between first-party, third-party, and single-stream intent signals, and how elite teams use them to narrow their focus to the 5% of the market that’s actually in-market.

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