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Resource Center
Guides, research, and playbooks from the team building the identity layer for modern marketing.
CEO Perspective
Why Delivr.ai stepped back from the enterprise market, what we learned about why intent data fails when teams are measured on lead volume, and what actually works in the dark funnel — engagement reading, buying-group signals, and a four-question handoff discipline.
I spent years as a CRO demanding the BDR function report to sales. It felt like the right lever. It wasn’t. A first-person account of why moving the handoff metric from MQL to SAO — and moving BDRs into marketing — is the structural change that actually fixes the alignment problem.
Earlier in my career, my CMO partner quietly changed the definition of an MQL mid-quarter to make his number land. I lost the friendship, but it took me years to see the real lesson: the system we were both operating inside structurally rewarded exactly what he did. A first-person reflection on why the MQL handoff keeps putting CMOs and CROs on opposite sides of the table — and what a shared, behaviorally grounded scoreboard looks like instead.
Intent data identifies who is researching your category — but routing new prospect signals directly to BDRs misreads what the data is telling you. The right approach: activation strategy during the dark funnel, sales engagement only when behavioral signals confirm vendor-readiness.
Brand and intent campaigns require separate briefs, creative, audiences, and KPIs. A practical framework for structuring and measuring both — and why the teams that operationalize this separation build a paid media engine that compounds over time.
Why the traditional agency model of maximizing audience scale is at odds with B2B results — and how a 100x smaller person-based intent audience produced 7x the open rate, 54x the reply rate, and 2.5x the closed deals.
From the Team
Why B2B teams must separate brand and intent-based paid media into distinct strategies with different data, creative, and measurement — and how person-level intent data makes it possible.
Post-bid verification charges you to report on wasted spend. Pre-bid blocking eliminates it. See the math on why pre-bid brand safety is the future of programmatic.
Account-level intent tells you a company is surging. Person-based intent tells you who to call and when. The difference changes everything.
Attribution without identity is guesswork. Learn how person-level identity resolution transforms measurement from a reporting function into an operational revenue advantage.
Traditional measurement is broken. Here's how forward-thinking CMOs are rebuilding their measurement stack around identity and attribution.
Traditional audience segmentation is failing. AI-powered audiences built on person-level intent signals are setting a new performance standard for agencies.
Account-level intent identifies companies. Person-based intent identifies the individuals driving the purchase. Combine them with buying group ABM and results accelerate.
Buying Group Marketing aligns sales and marketing around entire buying committees — driving faster deals, reduced churn, and larger contract sizes.
Paid media commands 30.6% of CMO budgets, but impressions without precision waste every dollar. Person-based intent audiences change the equation.