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Full-Funnel B2B Marketing Show
Episode 158: Capturing demand signals with Daniel Zsolt Rényi
Mar 24, 2025
Discover how to capture demand signals and improve B2B marketing strategies. Learn about avoiding account blindness in CRM and the importance of aligning playbooks with market demand. The discussion covers the complexities of modern buyer journeys and the need for cohesive account intelligence. It also highlights the transition from manual to automated demand capture and effective CRM management using tools like HubSpot. Dive into how technology, including AI and chatbots, is revolutionizing communication and decision-making in marketing.
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Quick takeaways
- Addressing account blindness requires a unified approach between marketing and sales teams to share vital engagement data across departments.
- Identifying and tracking critical demand signals, such as buyer behaviors, enables more effective engagement with target accounts.
Deep dives
Understanding Account Blindness
Account blindness is a significant challenge faced by many B2B companies, where marketing and sales teams fail to have a holistic view of their interactions with strategic accounts. Often, sales teams store vital engagement data in siloed systems, while marketing has separate tracking tools, leading to missed opportunities for insight gleaning. This disconnection results in teams not being able to respond to buyer signals effectively until they become overt, such as when a potential customer submits a demo request. Addressing account blindness involves creating a mutual understanding of engagement signals and ensuring that these insights are shared across departments.
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Discover
highlights
Listen to the best highlights from the podcasts you love and dive into the full episode