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Expert perspectives on data strategy, identity resolution, and marketing technology.
B2B Intent Data Providers: How to Test Signal Decay
Intent data has a short shelf life.
Latest Articles · Page 7
How to Prove Which Audience Filters Improve Paid Media Quality
An audience filter is not valuable because it creates a higher click-through rate or a cheaper cost per click.
Build Stronger Lookalikes with Better Source Audiences
Audience lookalike modeling, the process of using a source audience to find new people with similar characteristics, is only as strong as the source audience you give it.
From Behavior Signals to ABM Fuel
Turn anonymous clicks into named accounts, then into repeatable plays across ads, email, SDR, and direct mail.
Shortening Your Path to Revenue With Technographic Data
Rank accounts by the stack they run and the signals they send, then route, message, and measure against tech tiers.
Marketing Attribution Modeling That Respects Data Reality
Most marketing attribution modeling fails for a simple reason: it pretends you see every touch, on every device, for every person.
Making Website Personalization Software Actually Drive Revenue
Most website personalization software doesn’t move revenue in a meaningful way.
Inside an Intent Data Platform Built for Direct Mail Triggers
Direct mail works best when it shows up at the right moment, not months after interest has cooled.
B2B Firmographic Data Quality: Verification, Refresh Cadence, Governance
Bad firmographic data burns more of your budget than underperforming ads.
Building a First-Party Data Platform People Actually Use
Design for daily marketer workflows, prove lift fast, and skip the traps that stall platform adoption.
Question-First Lead Scoring in Salesforce and HubSpot
Website visitor lead scoring only works if reps trust it.
Turning B2B Firmographic Data Into Practical Sales Plays
B2B firmographic data only matters if it turns into meetings and pipeline fast.
Regulating Visitor Identification Compliance Without Losing Revenue
You can tighten visitor identification compliance and still grow revenue.
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