Ultimate B2B Marketing Reports & Benchmarks 2025 2026

In B2B healthcare, that means precise segmentation, LinkedIn and email outreach paired with educational content and webinars, case studies that prove outcomes, and disciplined follow-up across a long cycle. What works is a multi-channel, evidence-led approach built on trust. For teams that want a partner to own outbound execution end to end, Martal runs B2B healthcare sales and lead generation as a managed program, with onshore teams and an omnichannel motion built for clinical, IT, and procurement buyers.

“It’s not a bad idea, but it’s not going to move the needle that much,” says AEO strategist Kaleigh Moore, who prefers to focus on off-site signals on platforms like LinkedIn and YouTube. Now take the questions you identified in step one and create new content (or optimize existing content) to address them. Knowledge base articles and help center documentation feed the same answer engines buyers consult during evaluation. AEO in Marketing Hub surfaces prompts and citations that are shaping these conversations, making those signals visible to sales and marketing teams. But sales reps need tools to understand what AI is saying about their brand. Reps who lead with the specific competitors and tradeoffs AI surfaced for that buyer’s category can skip past the surface-level questions that end up being redundant.

• Platforms like Google Ads and social media channels offer a stage for your small business to thrive online.
• The popularity of podcasts is rising, and they provide the opportunity to reach a highly engaged audience.
• This intent-led approach shortens sales cycles and improves conversion rates by ensuring that sales teams spend their time on accounts that are actually ready to engage — not cold prospects who won’t be in-market for months or years.
• Live and virtual formats are becoming powerful B2B demand channels, enabling direct engagement, education, and relationship-building with professional audiences.
• For marketers managing dozens of listings, that level of consolidation is a huge time-saver.

Search intent data comes from the keywords in search queries that brought users to the website. Hushly’s short forms help you understand a visitor’s firmographics through a handful of fields, like an email address and business name. You can now show your best landing page and give your all in a personalized sales pitch because these leads have run the sales race and are ready for your products or services.

Using an advanced natural language processing engine which correctly identifies context, Clickagy’s technology delivers stronger, more reliable intent signals in real time. As ZoomInfo continues to enhance its comprehensive go-to-market intelligence platform, the acquisition of Clickagy provides sellers and marketers with streaming behavioral intent data that is expansive and customizable. By keeping communication personalized and staying on top of interactions, you'll boost your chances of turning your sales lead lists into loyal customers. To know if your purchased leads are paying off, keep tabs on metrics like conversion rates, lead quality, and ROI. But don’t wait for a perfect opening to start the conversation.

The point is that your business gets the right specialist when the next problem needs one. OuterBox keeps those specialists in the same room. OuterBox will look at the fit, ask the right questions, and recommend the first digital marketing moves that make sense for your business stage.

The platform’s copilot model is an attempt to create a more controlled approach to AI than fully autonomous agents. That data buyer intent marketing foundation is intended to address what HG Insights executives characterize as a persistent “data crisis” in sales and marketing organizations. HG Insights is also rolling out an early-access version of Agent Builder, which lets enterprises create custom AI agents that operate across their sales and marketing stacks. Currently, she specializes in testing and evaluating different software solutions to help buyers find the right tools for their business needs. Your brand’s reputation doesn’t live in a silo; it’s shaped by every review, response, and interaction your customers have across the web. These platforms help businesses monitor reviews, generate new feedback, respond to customers, and analyze brand sentiment across review sites, social platforms, and search channels.

Each type of data can help improve different aspects and steps of a go-to-market strategy. While simple website visits can also be considered buyer intent, double-clicking on them and analyzing actions can help understand the intent better. The company website acts as the main source of first-party buyer intent data. Social listening tools spot intent signals in conversations across social networks. Some track different channels themselves and some others come from third-party vendors who collect intent data for businesses. There are multiple sources from where businesses get their buyer intent data.

Early, middle, and late-stage intent refer to the different phases of a potential customer's purchasing journey, each with distinct buying signals that provide valuable insights for sales and marketing teams. Being aware of intent data changes in a specific account helps teams to avoid spending time and energy engaging with an account that isn’t ready to buy. Buyer intent lies at the heart of effective sales and marketing strategies, offering a window into the motivations, interests, and needs of potential customers. Harnessing the power of intent data enables you to tailor your approach, engage prospects proactively, and drive impactful conversions. HubSpot integrates buyer intent signals directly into their broader CRM and marketing automation ecosystem, making it particularly valuable for organizations already using HubSpot’s suite of tools. Their proprietary “Dark Funnel” technology uncovers anonymous research activity, giving organizations visibility into buyer behavior that typically goes undetected.

Buyer intent data examines your buyer’s journey to understand if a buyer is expressing interest in your product/services. In fact, targeting the right person at the right time is usually what makes (or breaks) a deal. Add the Buyer Intent card to your company records to review buyer intent data directly from your company records.

How buyer intent improves sales conversions

The answer is simple – getting your hands on buyer intent data will help you essentially ‘push‘ the right customer to buy the product willingly. Any data that signals a lead with intent to purchase or preparing to purchase can be construed as buyer intent data. Buyer intent data is a collection of behavioral or intent signals that helps brands identify potential buyers during the buyer journey. If you are here, you want to grow your sales and effectively acquire qualified leads through buyer intent data, you are in the right place. If you are familiar with a buyer’s journey, you would know how important knowing your customer is, and that the best way to approach a customer head-on is by collecting maximum data on the client profile. It might seem a little complex, but candidly, you are probably already implementing this in your marketing campaign.

What G2 users like about Reputation:

An intent data provider is a powerful resource that enables you to better understand your customers. The best buyer intent data tool depends on your business requirements. Like G2, TrustRadius is a buyer intent data review platform for B2B software companies. Datarade is an intent data provider that enables marketers to source buyer intent insights from 2,000 data vendors to engage high-quality leads. Next up on our B2B intent data providers list is Leadfeeder. It speeds up the sales process by identifying buyers with real intent to buy.

The reporting and insights are clear and actionable, helping us understand what’s working and where we can improve. For marketers managing dozens of listings, that level of consolidation is a huge time-saver. Marketers must move beyond keyword stuffing to craft messaging that is bold, direct, and aligned with actual buyer questions. You set a budget and targeting criteria (demographics, interests, keywords).

While it’s not positioned as a pure-play reputation management solution, it includes several features that support customer interaction and feedback collection. Looking at the big picture, G2 Buyer Intent remains a trusted choice for software companies aiming to amplify visibility, build credibility, and capture high-intent buyers in moments that matter. For teams just getting started with the platform, spending time exploring the dashboard or leaning on onboarding resources can help make the experience smoother. G2 Buyer Intent offers a range of tools for managing listings, monitoring category placement, and tracking campaign performance, giving teams a high level of visibility into their brand presence.

Decode buying signals according to the 3 stages of buyer intent

These assets do more than look nice; they provide third-party validation that buyers actually recognize. Another key strength was the credibility that comes from G2 badges and Grid rankings. That depth also means new users sometimes need extra time during onboarding to understand how the different modules connect.

Increased Operating Profit and Improved Efficiency

Artificial intelligence is becoming part of the auto shopping process, but buyers are drawing clear boundaries around how they want it used. While 57% of buyers begin their search online, 42% still expect to visit a dealership at least once before purchasing. Instead, intent shows up in short, high-value moments across multiple channels. There is no dominant starting point or predictable sequence. The modern auto buyer journey is no longer linear, and it’s not even cleanly “hybrid.” It’s fragmented. The auto buyer hasn’t disappeared, but their path to purchase has become harder to follow.