The Real, Real on Intent Data

With virtually 100% of buyers wanting to self-serve all or part of their buying journey, it’s only getting harder to know when your buyers are actually in-market. Intent data—which shows who’s actively interested in your product and gives you a way to reach out to them, right where they are in their journey—is proving to be one of the best ways to find and target in-market buyers who match your ideal customer profile (ICP). However, not all intent signals or providers are created equal. 

In this session, you’ll hear from demand gen leaders who are navigating the confusing landscape of intent data to identify reliable sources, ingest and interpret those signals, and engage buyers at every stage of the funnel. 

Topics include: 

  • Types of intent data and how to align them to campaign planning and your buyers journey 
  • How to align with your sales team on using different types of intent data 
  • Playbooks to measure the success of your campaigns

Our Speakers

Emily Sankaran

Director, Demand Generation | Planful

Emily is a creative marketer with a passion for humanizing customer experiences through cross-functional collaboration, design, and storytelling. She thrives on bringing ideas to life alongside teammates and partners, and is an enthusiastic design thinker.

With over a decade of experience, Emily’s career journey has taken her from the publishing scene in New York to fast-growing startups in San Francisco, with marketing remaining her constant passion. A data-driven problem solver, she excels as a thoughtful collaborator and avid learner, always eager to apply analytical solutions to creative marketing challenges.

Christina McLeod

Director of Marketing Campaigns | KnowBe4

Christina McLeod is an accomplished marketing professional with over 10 years of experience in various marketing roles in the IT space. In the last 5 years, she has specialized in Account Based Marketing (ABM) running targeted integrated campaigns that drive revenue growth and pipeline acceleration. Christina is currently the Director of Marketing Campaigns at KnowBe4 where she executes net new and customer campaigns globally across the SMB, Mid-Market, Enterprise and Strategic segments.

Grace Wells

Director of Customer & Product Marketing | TrustRadius

Grace Wells is a seasoned marketing strategist with over a decade of experience leading marketing efforts for diverse brands. She is passionate about helping clients achieve their marketing, branding, and ROI goals through thoughtful 360 degree approach to campaign execution. Grace is a tech nerd and loves nothing more than reading up on the latest marketing technology trends. She enjoys advising her clients and customers on which tools will help move the needle for their business.