My Journey from Intent Data to Marketing Effectiveness | Revenue Dynamics - Episode 1
For most of the last decade, intent data looked like the most logical idea in B2B marketing: find the accounts that are in market and put your effort there. Jamie Hendrie built a business on it, and from 2019 to 2022 the numbers seemed to prove it right. Then the market changed and the models stopped working. As Dale W. Harrison puts it, the natural response is to pray harder, dance harder and chant louder.
In Episode 1 of a new series, Dale W. Harrison and Jamie Hendrie trace Jamie's journey from intent data to marketing effectiveness: why category growth breaks the 95:5 rule, the “compared…
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