E162: Getting Real Value from Intent Data: 6sense, Demandbase, Clay, and What Nobody Tells You

In this episode of B2B Marketing Futures, B2B marketing leaders explore how organisations can get genuine value from intent data, moving beyond vendor promises and focusing on how buying signals can actually influence pipeline and revenue.

The conversation examines what makes an intent signal genuinely useful, where platforms such as 6sense, Demandbase, ZoomInfo, Bombora, and Clay add value, and where they fall short. The discussion also explores how teams can combine intent with ICP fit, first-party data, and other signals to identify accounts that are truly in-market.

Participants:

Linda Pfaff, B2B Marketing Leader, most recently at Rackspace

Nima Asrar Haghighi, VP of Demand Generation at Navan