Episode
B2B Go-to-Market Strategy: Using Intent Data to Build Pipeline
- Published
- Mar 26, 2026
- Duration seconds
- 2683
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Summary
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.We also unpack:✔ The real difference between demand generation vs lead generation✔ How to build scalable GTM systems that prioritize timing over volume✔ Why traditional mass blasting is dying✔How programmatic advertising enables offensive targeting instead of defensive bidding✔ The role of RevOps in connecting marketing, sales, and pipeline visibilityWhat a modern go-to-market strategy looks like in a world of AI, shrinking attention spans, and nonlinear buyer journeysIf your pipeline feels unpredictable…If your sales team is chasing ghosts…If you’re tired of measuring marketing by MQLs instead of revenue…This episode will change how you think about growth.Because the future of B2B isn’t louder marketing.It’s smarter systems.______________________RESOURCES:Get help finding the right marketing partner. Learn more about Lead Coverage here.