Book a Demo

Tech target’s VP sales on why intent data has become a dirty word

Attribution Published: November 28, 2021
Jen Gutman
Tech target’s VP sales on why intent data has become a dirty word

Rich Stone, VP Sales at TechTarget takes the hot seat.

Listen to the podcast:

Or subscribe on Apple Podcasts, Spotify, or YouTube.

Watch the recording:

Want to hear more from renowned marketing leaders? Catch all episodes here.

Meet Rich Stone

Rich is a B2B intent data extraordinaire and SaaS sales VP with 13 years of experience across a number of sales and leadership functions within TechTarget.

Currently serving as VP Sales, West of TechTarget, Rich oversees sales re-engagement efforts across strategic accounts in North America, as well as TechTarget’s global sales motion with Enterprise Strategy Group (ESG), a division of TechTarget.

When it comes to success in B2B, Rich knows buyer activity matters because it shows the real demand organizations would otherwise miss. Winning Sales Person of the Year in 2014 and Sales Leader of the Year in 2018, Rich is also a thought leader in social selling and has contributed to multiple blogs and podcasts on the topic.

Episode summary

Intent data is a good thing, so why does Rich Stone, VP of Sales West of TechTarget classify it as a dirty word?

Host Jennifer Gutman of Oktopost welcomes Rich Stone as he explores some good old-fashioned sales and marketing alignment through intent data. Rich hints that sales and marketing can generate pipeline and revenue faster when exploring someone’s intent to buy through directly observing the data together.

He reveals why social selling is his secret sauce to outperform his peers and gets “radically transparent” about why the most talented marketers have been in sales.

Stay in the loop

Radically Transparent is a podcast geared towards the modern-day B2B marketer. Host Jennifer Gutman and her guests are a mixture of renowned marketing and sales leaders from B2B marketing organizations around the globe.

Each episode shines a light on the inner workings of B2B leadership– including what keeps successful CEOs, CMOs, VPs, and social media teams up at night, professionally. The conversations are real, raw, and authentic all while revealing to listeners the unfiltered, not-so-known truths of today’s most interesting marketers.

Quickly becoming one of Oktopost’s most popular original podcast shows on the internet, new episodes air every Thursday on Radically Transparent, a podcast channel, built for marketers, by marketers.

Catch all episodes here.

Like what you heard?

Help us get the word out! Leave a rating and review on Apple Podcasts by heading on over to the Library Tab under Shows. Click on the podcast subscription and scroll down to Ratings & Reviews to give it a star rating.

It’ll take you less than a minute and it’ll help us spread the word about Radically Transparent.

Subscribe to the radically transparent podcast, brought to you by Oktopost, today:

Frequently Asked Questions

How does intent data specifically enhance B2B sales strategies?

According to Rich Stone, VP Sales at TechTarget, intent data is crucial for B2B organizations because it reveals real buyer demand that might otherwise be overlooked. By analyzing this data collaboratively, sales and marketing teams can identify actively researching prospects, leading to accelerated pipeline generation and increased revenue by targeting the right accounts at the right time.

What is the role of social selling in achieving B2B sales success?

Rich Stone highlights social selling as his 'secret sauce' for outperforming peers in B2B. It empowers sales professionals to build genuine connections, share valuable insights, and engage directly with potential buyers on platforms where they are already active, fostering trust and demonstrating industry expertise.

How can B2B sales and marketing teams achieve better alignment through intent data?

The podcast emphasizes that exploring buyer intent data together is key to faster pipeline generation and revenue for B2B sales and marketing teams. This shared understanding of prospective customer interest signals enables both departments to align their strategies, coordinate outreach, and work cohesively towards common revenue goals.

Why might intent data be considered a 'dirty word' in some B2B contexts, and how can its value be clarified?

Rich Stone acknowledges that intent data can sometimes carry a negative perception, possibly stemming from misconceptions or ineffective implementation. The blog post suggests that clarifying its value involves demonstrating how it uncovers genuine buyer activity and enables more targeted, effective sales and marketing efforts that directly contribute to organizational growth.

What are the benefits of marketers having prior sales experience in the B2B landscape?

Rich Stone shares the 'radically transparent' insight that the most talented marketers often have sales experience. This firsthand perspective provides them with a deeper understanding of customer pain points, buying cycles, and effective communication, enabling them to craft more impactful marketing campaigns that resonate with prospects and directly support sales objectives.

Suggested Articles

How to navigate the employee advocacy motivation dip (and keep momentum going) visual guide
Employee Advocacy

How to navigate the employee advocacy motivation dip (and keep momentum going)

A strategic overview of building a high-impact employee advocacy program for B2B enterprises
Employee Advocacy

How to build a high-impact employee advocacy program for B2B companies

How to architect B2B influencer marketing for pipeline, not just impressions, with Justin Levy visual guide
Radically Transparent

How to architect B2B influencer marketing for pipeline, not just impressions, with Justin Levy

Get ready!

The latest B2B marketing magic is about to land in your inbox
Join 30K+ pros already on the inside

Engaging social media content and interaction, illustrating B2B social media marketing tips and insights.