192 - Is Third-Party Intent Data Snake Oil?

episode

Cooking up GTM not yet transcribed

▲ 0

Transcript

This episode hasn't been transcribed yet Upvotes decide what gets transcribed next — 0 so far. Sign in to upvote

More from Cooking up GTM

Clay Partnership Announcement, Build vs. Buy in the AI Era?, Has AI Changed the GTM Job Market? 39 min · 09 Jul 2026

How to Manage AI Token Spend, Testing Hubspot’s SDR Avatar, CS2’s New Job Opening 43 min · 11 Jun 2026

ZoomInfo’s new GTM.AI, Clay’s Latest Updates, Can Marketo Turn the Ship Around and Embrace AI? 56 min · 04 Jun 2026

Are CEOs Delusional About AI?, Using AI for Revenue Planning, Vibe Coding a CRM? 57 min · 28 May 2026

All episodes from Cooking up GTM →

Report any issue

Source

Recorded11 Dec 2023

Publisherfeeds.captivate.fm ↗

Handlerec:18150689

Show notes

Third-party intent data is a buzz-worthy topic in B2B marketing and sales, but is it useful intelligence or so much snake oil? In this episode of The Revenue Growth Architects, we’re sifting through an industry report and our own anecdotes to think critically about third-party intent data.Gain insight into the challenges of using third-party intent data effectively, learn the results of a revealing MIT research report that may shed some light on the subject, and find out what transformed our initial excitement into skepticism.Tune in for this investigation on third-party intent data to understand if it’s a useful tool in your operations tool kit or a data source with a lot of drawbacks.Read the MIT report referenced in this episode: "Is first- or third-party audience data more effective for reaching the ‘right’ customers? The case of IT decision-makers".Do you have a marketing ops question you’d like answered? Reach out to us at [email protected].

Ask this episode

“What did the council decide on item 42?” — answered with the speaker and the moment.