Stop Calling It Intent Just Because Someone Blinked

Intent data. Love it or hate it, if you’re in B2B tech marketing, you can’t escape it.

In this episode of Banter with Billy, Billy sits down with Reuben Braham, GM of Israel at TechTarget, for a no-fluff, all-facts conversation about the murky world of intent data in B2B. They discuss:

The real definition of intent data (cause it’s not just someone downloading your ebook),

The difference between first-, second-, and third-party data (plus the grey areas),

Why most marketers are wasting time chasing net-new leads when they’re sitting on gold in their CRM,

And how AI might just reshape how we identify buying signals (yes, even from your tech stack preferences and budget).

Reuben also shares where marketers are still getting intent data wrong (like forgetting to align it with ICP or skipping nurture entirely), and how B2B marketers can stop throwing budget into the void.