Jul 28, 2026
In B2B marketing, understanding buyer behavior has
never been more complex. With AI, evolving content consumption, and
diverse intent signals, marketers need new approaches to identify
the right accounts and engage them effectively.
In this episode, Putney Cloos, CMO at
Bombora, dives into the changing
world of intent data and how B2B companies can use it to make
smarter decisions. Putney shares insights on how marketers can
prioritize accounts, map buyer journeys, and interpret signals from
AI-driven discovery tools without over-relying on outdated metrics
like form fills.
Putney discusses practical steps for marketers at all
levels, including how to experiment with intent data in content
strategy and audience targeting, while maintaining alignment with
sales teams and avoiding confirmation bias. She also explores the
challenges of content creation in an AI era and the importance of
balancing human-focused messaging with agent-driven visibility.
Key Takeaways:
-
How intent data can reveal true buyer engagement beyond superficial actions
-
How AI and LLMs are reshaping intent signals and discovery patterns
-
Avoiding confirmation bias when interpreting marketing data
Timestamps:
(00:00) Introduction
(03:00) How studying history informs marketing strategy
(04:21) Career journey to Bombora and B2B marketing insights
(05:47) What buyers do when marketers are not watching
(07:17) Evolution of intent data over the past few years
(09:00) Identifying high-intent accounts and signals
(11:00) How AI and LLMs impact buyer research behavior
(13:18) Metrics that are losing relevance like form fills
(15:00) Understanding the depth of intent across buying
committees
(17:37) Using intent data without falling into confirmation
bias
(19:15) Pros and cons of AI in marketing and content visibility
(22:42) The dual-path internet challenge for content strategy
(25:40) Practical steps for marketers to act on intent data
Check out the ebook “ Trust Issues: How SaaS and AI-Native Brands Can Beat AI Credibility Fatigue” by PANBlast: https://www.panblastpr.com/resources/trust-issues-ai-credibility-ebook/