Stop Pouring Lighter Fluid on a Dead Pipeline: Why GTM Teams Misuse Intent Data

In the first episode of Intent, Decoded, host Niall O’Gorman and moderator Brendan Hughes are joined by Nick Bennett to unpack why so many GTM teams are getting intent data wrong. Nick explains why intent data often fails when teams use it to build bigger prospect lists, trigger faster outreach, or push cold accounts straight into SDR sequences. Instead, he argues that intent works best when it is layered with ICP fit, prior engagement, account context, and a clear understanding of what has actually changed inside the account. Niall and Nick also explore the shift from volume-based outbound to more relevant, signal-led GTM motions. They discuss ABM, field marketing, person-level intent, AI SDRs, outbound fatigue, and why better data, not just more data, is becoming the real advantage for sales and marketing teams. ---------- Topics covered include: Why intent data is not a shortcut to pipeline The difference between account-level and person-level signals How fit, engagement, and intent should work together in ABM Why AI outreach can amplify bad GTM habits How teams can move from “hot account” alerts to meaningful context Why timing, relevance, and interpretation matter more than speed ---------- Hosted by MarketSizer. See our privacy policy for information about our collection and use of personal data for advertising.