Modern B2B lead generation increasingly relies on intent data (signals that a company is actively researching a category of solution) to prioritize outreach toward accounts already in-market, rather than casting a wide net across a broad total addressable market.
Because B2B buyers typically complete a large share of their research independently before ever engaging a sales rep, content that offers genuine insight — not a disguised pitch — during that self-directed research phase has an outsized influence on which vendors make the shortlist.