In B2B marketing, understanding buyer behavior has never been more complex. With AI, evolving content consumption, and diverse intent signals, marketers need new approaches to identify the right accounts and engage them effectively.

In this episode, Putney Cloos, CMO at Bombora, dives into the changing world of intent data and how B2B companies can use it to make smarter decisions. Putney shares insights on how marketers can prioritize accounts, map buyer journeys, and interpret signals from AI-driven discovery tools without over-relying on outdated metrics like form fills.

Putney discusses practical steps for marketers at all levels, including how to experiment with intent data in content strategy and audience targeting, while maintaining alignment with sales teams and avoiding confirmation bias. She also explores the challenges of content creation in an AI era and the importance of balancing human-focused messaging with agent-driven visibility.

Key Takeaways:

How intent data can reveal true buyer engagement beyond superficial actions
How AI and LLMs are reshaping intent signals and discovery patterns
Avoiding confirmation bias when interpreting marketing data

Timestamps:

(00:00) Introduction (03:00) How studying history informs marketing strategy (04:21) Career journey to Bombora and B2B marketing insights (05:47) What buyers do when marketers are not watching (07:17) Evolution of intent data over the past few years (09:00) Identifying high-intent accounts and signals (11:00) How AI and LLMs impact buyer research behavior (13:18) Metrics that are losing relevance like form fills (15:00) Understanding the depth of intent across buying committees (17:37) Using intent data without falling into confirmation bias (19:15) Pros and cons of AI in marketing and content visibility (22:42) The dual-path internet challenge for content strategy (25:40) Practical steps for marketers to act on intent data

Check out the ebook " Trust Issues: How SaaS and AI-Native Brands Can Beat AI Credibility Fatigue" by PANBlast: https://www.panblastpr.com/resources/trust-issues-ai-credibility-ebook/