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dark funnel

In Unpredictable Times, How Do You Predict Revenue? Hint: You Need to Know Who’s In-Market.

It is no secret Sales and Marketing are still misaligned when it comes to measuring what matters — and it’s affecting companies’ ability to generate predictable revenue. 6sense’s research has shown more than 80% of B2B companies fail to exceed revenue goals. While adopting account-based engagement practices can help teams perform better, it did not outright guarantee success. At the center of this challenge is the need for Sales and Marketing to use rich, accurate data to better align their goals and direct their efforts.…

What Matters With Intent Data

Revenue teams need to be equipped with actionable information in order to move buyers through an account-based buying journey and close sales. But much of the information they need lives in the “dark funnel,” an ocean of anonymized buyer data. Gathering intent data can give revenue teams the advantages they need to successfully guide prospects in the buying journey. Account Match Rates Today’s B2B buyers don’t want to fill out forms or contact sales when they’re searching for a new product. According to Forrester, 62% of…