Three-layer signal model for in-market alerts

315 | Jess Lytle (Head of Marketing at Exit Five) hosts a live roundtable with Morgan Cole (VP of Demand Gen at Red Canary), Lisa Cole (CMO at 2X), and Jean Cameron (Sr. Director of Field & Partner Marketing at Demandbase) on how B2B teams are using AI to drive pipeline and revenue. They share real examples of how marketers are identifying in-market buyers earlier, moving deals faster, replacing outdated lead scoring, and keeping marketing, sales, and ops aligned around revenue. The conversation goes deep on intent signals, buying groups, predictive analytics, brand vs demand, and what’s changing in the new era of pipeline accountability. 

Timestamps

• (00:00) - AI hype vs real revenue impact
• (06:16) - Panel intros and GTM perspectives
• (08:46) - The real pipeline problem: growth without more headcount
• (11:16) - How teams use AI to identify in-market buyers earlier
• (16:46) - Buying groups, not leads: why account signals matter
• (20:46) - Predictive analytics, pipeline forecasting, and deal analysis
• (27:36) - Why traditional lead scoring is breaking
• (37:28) - How teams “swarm” accounts with marketing + sales
• (43:48) - Brand and demand together: building future pipeline

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