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Demand and revenue marketing, from first intent signal to closed pipeline. Practical guidance for B2B teams running ABM, syndication and lifecycle programs.

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Intent-Based Marketing: Using Buyer Intent Data for B2B Lead Generation

B2B marketing often starts with who a buyer is: their job title, industry, company size, revenue, or technology stack. Those

Akshay Purohit

Intent-Based Marketing

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Home Blog Demand and revenue marketing, from first intent signal to closed pipeline. Practical guidance for B2B teams running ABM, syndication and lifecycle programs. Featured Talk to an Team All

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ABM (Account-Based Marketing)
ABX (Account-Based Experience)
B2B Demand Generation
B2B Lead Generation
Content Marketing
Content Syndication
Install Base Marketing
Intent-Based Marketing
SQL (Sales Qualified Leads)

Intent-based marketing account list: five accounts that all fit the ICP, sorted by buyer intent data, with vendor comparison and pricing page signals marked engage now, a third-party topic surge marked warm up and two accounts with no signal marked nurture

Intent-Based Marketing: Using Buyer Intent Data for B2B Lead Generation

B2B marketing often starts with who a buyer is: their...

Intent-Based Marketing

B2B lead nurturing workflow replacing a time-based sequence: a stalled account returns to the pricing page, the reason it stalled is diagnosed, matching content is sent for budget, executive approval, vendor comparison or implementation concerns, and sales receives context instead of a lead score

Fixing the Middle of the Funnel: A Practical Guide to B2B Lead Nurturing

Most B2B nurture sequences are built around a calendar. Someone...

B2B Demand Generation

B2B programmatic advertising chart: higher-performing advertisers turn 54% of spend into qualified impressions versus 32.1% for lower performers, with four steps to close the gap: lock the ICP, clean account data, use IP signals carefully and control the supply

Stop Wasting Ad Spend: A Practical Guide to B2B Programmatic Advertising

B2B programmatic advertising can put your message in front of...

B2B Demand Generation

B2B webinar strategy performance review across four stages (registration, attendance, engagement and pipeline), showing what each stage measures and what to check when it drops

B2B Webinar Strategy: How to Build High-Value Events for B2B Buyers

Webinar registrations can make an event look successful before it...

B2B Demand Generation

Dark funnel diagram showing buyers make first contact 61% through their journey, with intent data tracking websites, publisher networks, review sites and search, but missing AI chat tools, private communities, peer calls and podcasts

The Dark Funnel Problem: Why Intent Data Misses Research Done in AI Tools

In April, your intent platform marked the account as cold....

Intent-Based Marketing

First-party vs third-party intent data decision matrix: high on both means a hot account for sales, high third-party only means run targeted ads, high first-party only means investigate with an SDR, and low on both means light nurture

First-Party vs Third-Party Intent Data: What Each One Can and Can’t Tell You

Two SDRs start the quarter with different lists. One gets...

Intent-Based Marketing

B2B buying signals sorted into three tiers: strong signals such as pricing, security pages and several people from one account to act on within 48 hours; moderate signals such as topic surges and new executives to nurture; and noise such as job seekers, competitors and bots to filter out

What Counts as a Buying Signal Now: A Field Guide for B2B Teams

The alert said an account had visited the blog twelve...

Intent-Based Marketing

Intent data for ABM dashboard mapping intent topics to buying committee roles: data integration to IT director, compliance to head of security, pricing to CFO and workflows to operations lead, with three of four roles engaged before handoff to sales

Intent Data Meets ABX: Reach the Full Buying Committee Before a Competitor Does

The intent alert came in on Monday: a target account...

Intent-Based Marketing

BANT alternatives compared in a matrix: BANT, CHAMP and MEDDIC cover budget, authority, need, decision process and champion, but none cover confidence, personal stakes or consensus without adding three human questions

BANT Was Built for a Rational Buyer. B2B Decisions Are Emotional and Messy

The deal passed every BANT check. Budget was approved. The...

SQL (Sales Qualified Leads)

Why B2B Budgets Are Shifting From New Logos to the Install Base

One quarter, a marketing team celebrated twelve new customers worth...

Install Base Marketing

B2B cross-sell campaign visual: a competitor at the start facing five hurdles (security review, procurement setup, integrations, team training and proven results) while the current vendor has already cleared them all

Cross-Sell Campaigns for Customers Quietly Evaluating a Competitor

Last month, the customer gave you a 9 out of...

Install Base Marketing

Customer health score iceberg: usage signals above the waterline score 88 green, while strategic signals below (relationship breadth, proven value, strategic fit and leadership change) bring the blended score to 54 amber

Customer Health Scores That Catch Risk Before a Consolidation Review

The account was green for eleven straight months. Usage was...

Install Base Marketing

Renewal marketing timeline across a 12-month contract: set the baseline in months 1–3, prove early results in months 4–6, brief finance, IT and security in months 7–9, and send the renewal pack 90 days before renewal

Renewal Marketing When Every Tool Is Up for Review

Ninety days before your renewal, someone in the customer’s IT...

Install Base Marketing

Customer advocacy program ladder with five steps: review, reference call, case study, event talk and referral, alongside G2 data showing review sites rising from 13% to 31% as buyers' most consulted source

Turn Customers Into Advocates Before a Competitor Reaches Them

A prospect is comparing you with a competitor. Your product...

Install Base Marketing

Single-threaded ABM versus multithreaded ABM: one contact engaged with a 5% win rate compared with five stakeholders engaged with a 30% win rate on the same 40-deal pipeline

Why Single-Threaded ABM Can’t Reach Today’s 28-Person Buying Committee

The champion loved the demo. They asked about pricing and...

ABX (Account-Based Experience)

AI in B2B buying: an AI assistant answers a procurement lead's request with a five-vendor shortlist that leaves out your company, followed by buyers verifying through analyst content, vendor websites and peers

AI in B2B Buying: Your Buyer’s First Sales Conversation Isn’t With Your Rep

A procurement lead types one question into an AI tool:...

ABX (Account-Based Experience)

Buying committee mapping diagram with the champion at the centre, two engaged stakeholders and seven silent stakeholders including the CFO, IT director and security lead, showing 22% committee coverage

Mapping the Silent Stakeholders: How to Reach the Buyers Who Never Fill Out a Form

Every sales team has lived this deal. The champion loves...

ABX (Account-Based Experience)

Account engagement score versus MQL count: Account A has 14 MQLs but scores 33 with two contacts engaging, while Account B has 3 MQLs but scores 82 with four departments engaging

Account Engagement Score vs MQL Count: The Metric Leadership Actually Wants

The quarterly review opens with good news. Marketing delivered 1,200...

ABX (Account-Based Experience)

Timeline comparing the same marketing technology deal when security enters late at 120 days versus early at 75 days, with a 140-question security questionnaire and CISO review

Why CISOs Now Sit in Deals That Used to Be Pure Marketing Buys

The CMO signed off in week three. The budget was...

ABX (Account-Based Experience)

Enterprise ABM strategy diagram showing one intent surge branching into four possible buying situations, resolved into a working hypothesis with a business event, buying group and first-call approach

Why Your Enterprise ABM Strategy Fails at the Finish Line (And How to Fix It)

Your ABM platform flags an enterprise account as highly engaged....

ABM (Account-Based Marketing)

Lean ABM tech stack diagram built in order: account strategy, clean data, connected systems and sales adoption, with an ABM platform added only when there is a clear gap

The Lean B2B Tech Stack: How to Choose the Best ABM Tools Without Wasting Budget

Buying an ABM platform before fixing the basics is an...

ABM (Account-Based Marketing)

Target account list scorecard ranking a logistics firm first and a higher-revenue global bank last, scored on fit, buying committee reach and timing

Building a Target Account List for a 28-Person Buying Committe

The list had 2,000 accounts. It was built in an...

ABM (Account-Based Marketing)

Do Account-Targeted Ads Still Work When Buyers Research in AI Tools?

The question came up in a budget review. “Our account-based...

ABM (Account-Based Marketing)

ABM ROI visual contrasting struck-out impressions and engagement metrics with a CFO-ready report showing pipeline coverage, gross-margin ROI and control-group win rate

The ABM ROI Conversation CFOs Actually Have: Pipeline Coverage, Not Impressions

The marketing team presented 4.2 million impressions and a 38%...

ABM (Account-Based Marketing)

B2B content syndication strategy diagram showing raw leads filtered through validation, ICP fit, intent and engagement into one sales-ready account

B2B Content Syndication Strategy: Getting Quality Leads

A content syndication campaign can generate hundreds of leads and...

Content Syndication

MQL to SQL handoff comparison showing scattered individual leads rejected or duplicated, versus one account handoff with champion, technical evaluator and missing economic buyer mapped

MQL to SQL Handoffs Are Breaking Because the Decision-Maker Isn’t One Person

A marketing manager downloads a guide. She becomes an MQL...

SQL (Sales Qualified Leads)

B2B appointment setting illustration of a fully booked sales calendar where only a few meetings are qualified, alongside a sales handoff note covering trigger, problem, stakeholders and meeting goal

B2B Appointment Setting: From Outbound Activity to Qualified Sales Conversations

A full calendar can hide a weak pipeline. That is...

SQL (Sales Qualified Leads)

BANT lead qualification framework shown as four fanned cards reframing budget as path to funding, authority as buying group, need as business problem and timing as trigger event

BANT Lead Qualification: A Practical Framework for B2B Sales

The hardest part of B2B sales is not finding leads....

SQL (Sales Qualified Leads)

Sales qualified lead (SQL) evidence gauge showing fit, need, intent, context and sales validation, with a buying group card for account-level qualification

Sales Qualified Lead (SQL): How to Identify Buyers Worth Pursuing

The traditional MQL-to-SQL handoff was built for a simpler buying...

SQL (Sales Qualified Leads)

Content syndication platform audit showing a lead validation report checking identity, company, ICP fit and engagement, with a magnifying glass on ICP fit

Content Syndication Platforms: How to Check for Real B2B Audiences

Content syndication has an obvious promise: put your content in...

Content Syndication

Beyond Creation: Distributing Your B2B White Paper via Content Syndication

Our White Paper Is Finished. Who Will Actually See It?...

Content Syndication

TOFU and MOFU shown as overlapping circles in one B2B campaign, with the golden overlap marking where prospects move from discovery to active interest

TOFU and MOFU: Running Both B2B Funnel Stages in One Campaign

TOFU and MOFU are often treated as separate marketing activities....

Content Syndication

B2B content marketing funnel shown as a six-step buyer staircase, mapping blog, guide, comparison, case study, ROI case and demo content to problem, context, options, evidence, confidence and action

B2B Content Marketing Funnel: Mapping Content to Drive Revenue

Content marketing does not fail because businesses lack content. It...

Content Syndication

How to Use Content Syndication to Boost Your Brand Authority

Creating strong B2B content takes time. However, publishing an article...

Content Syndication

Marketing qualified lead (MQL) qualification matrix plotting ICP fit against buying intent, with only strong-fit, high-intent leads sent to sales

Marketing Qualified Leads (MQLs): Capturing High-Quality Leads for Greater ROI

Marketing sends sales a list of leads. Sales reviews the...

B2B Lead Generation

B2B market segmentation diagram showing one market split into enterprise, mid-market and growing-team segments, each with different buying priorities

B2B Market Segmentation: Dividing and Conquering the Right Audience

Marketing to everyone sounds efficient. In practice, it often makes...

B2B Lead Generation

B2B data enrichment shows CRM contact record before and after.

B2B Data Enrichment: How Missing Data Blocks High-Quality Leads

A CRM can contain thousands of records and still leave...

B2B Lead Generation

B2B landing page designed to convert campaign traffic into qualified leads

B2B Landing Pages: Turn Campaign Traffic Into Qualified Leads

A B2B landing page has one job: move a visitor...

B2B Lead Generation

The Guide to B2B Demand Generation: From Awareness to Advocacy

Products are everywhere. Every market is stacked with solutions competing...

B2B Demand Generation

The Pipeline Brief

Demand, intent and account marketing insight in your inbox every other Tuesday.

Lead Generation

Offers, forms and follow-up that turn attention into a named contact worth calling.

Marketing Qualified Leads (MQLs): Capturing High-Quality

B2B Lead Generation

B2B Market Segmentation: Dividing and Conquering the Right Audience

Akshay Purohit

B2B Landing Pages: Turn Campaign Traffic Into Qualified Leads

Akshay Purohit

Demand Generation

Creating and capturing demand across the full funnel, not just harvesting it.

Marketing Qualified Leads (MQLs): Capturing High-Quality

B2B Lead Generation

Stop Wasting Ad Spend: A Practical Guide to B2B Programmatic Advertising

Akshay Purohit

B2B Webinar Strategy: How to Build High-Value Events for B2B Buyers

Akshay Purohit

SQL

Sales qualified leads: definitions, handoff and the accept rate that proves it works.

BANT Was Built for a Rational

SQL (Sales Qualified Leads)

MQL to SQL Handoffs Are Breaking Because the Decision-Maker Isn’t One Person

Akshay Purohit

B2B Appointment Setting: From Outbound Activity to Qualified Sales Conversations

Akshay Purohit

Intent Based Marketing

Reading buying signals, ranking them honestly, and acting while they are still warm.

Intent-Based Marketing: Using Buyer Intent Data

Intent-Based Marketing

The Dark Funnel Problem: Why Intent Data Misses Research Done in AI Tools

Akshay Purohit

First-Party vs Third-Party Intent Data: What Each One Can and Can’t Tell You

Akshay Purohit

Install Based Marketing

Targeting by the technology an account already runs, and the timing that creates.

Why B2B Budgets Are Shifting From

Install Base Marketing

Cross-Sell Campaigns for Customers Quietly Evaluating a Competitor

Akshay Purohit

Customer Health Scores That Catch Risk Before a Consolidation Review

Akshay Purohit

ABM

Account selection, tiering and the programs that hold up under scrutiny.

Why Your Enterprise ABM Strategy Fails

ABM (Account-Based Marketing)

The Lean B2B Tech Stack: How to Choose the Best ABM Tools Without Wasting Budget

Akshay Purohit

Building a Target Account List for a 28-Person Buying Committe

Akshay Purohit

ABX

Account experience: orchestrating marketing, sales and success around one account view.

Why Single-Threaded ABM Can’t Reach Today’s

ABX (Account-Based Experience)

AI in B2B Buying: Your Buyer’s First Sales Conversation Isn’t With Your Rep

Akshay Purohit

Mapping the Silent Stakeholders: How to Reach the Buyers Who Never Fill Out a Form

Akshay Purohit

Content Syndication

Buying reach for your content, and keeping the leads it returns worth having.

B2B Content Syndication Strategy: Getting Quality

Content Syndication

Content Syndication Platforms: How to Check for Real B2B Audiences

Akshay Purohit

Beyond Creation: Distributing Your B2B White Paper via Content Syndication

Akshay Purohit

Trends

Market research, buyer behaviour shifts and the numbers behind them.

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