The Buyer Intelligence Report

New research from 519 B2B tech marketing leaders 

  • 45% cannot identify what triggers rising buyer intent in their category.
  • 41% cannot see which buyer roles are active by funnel stage.
  • 29% cannot align sales and marketing around the same account intelligence.

This is the Buyer Intelligence Gap. And it's showing up identically across every B2B tech category we studied.

Our latest report maps the root causes, the framework that closes them, and what demand generation looks like when the intelligence gap stops being a barrier to pipeline.

 

 

What's inside

Unique insight from 500+ marketing leaders across the US and UK.

Hero - colleagues in office

Research findings:

  • The three root causes of the Buyer Intelligence Gap

  • How the intelligence problem manifests 

  • The top 5 intelligence challenges facing demand gen teams

  • How the definition of demand gen performance is shifting

Hero - group discussion

Practical frameworks:

  • Which buying trigger signals to monitor, by category

  • Buying committee mapping by role, stage, and info needs

  • Intelligence activation speed standards

  • Relevancy at scale through pain point alignment

See how we embed buyer intelligence throughout our campaigns.

2.6 x

Higher pipeline generated

vs peers average
2.1 x

Long-term ROI

LTA ROAS
25 %

More efficient CPO

vs peers average