## The Intent Advantage
The use of intent data and account-based qualification has become a crucial aspect of B2B marketing, allowing companies to gain a competitive edge by understanding buying behavior at the account level. This approach enables revenue teams to operate on signal rather than instinct, giving them a significant advantage over their competitors. The fact that many organizations are already leveraging intent data and account-based qualification means that those who are not will be left behind, struggling to keep up with the pace of the market.
## The Buying Group Paradigm
The traditional approach to marketing, which focuses on individual leads, is no longer effective in today’s B2B landscape. With buying groups now averaging 13 people, companies need to adopt a more nuanced approach that takes into account the complexities of group decision-making. By shifting from individual leads to buying-group signal, companies can increase their chances of converting accounts into opportunities and ultimately driving revenue. This requires a fundamental shift in how marketing and sales teams operate, with a focus on orchestrating around entire committees rather than chasing individual leads.
## The AI-Augmented Future
The rise of AI-powered research tools like ChatGPT has raised questions about the future of intent detection and account-based qualification. However, rather than replacing traditional research methods, AI is likely to complement them, providing new signals and behaviors that can be leveraged to gain a competitive edge. Companies that are already building their intent detection and account-based qualification capabilities will be well-positioned to adapt to the evolving landscape, while those that are slow to adopt will risk being left behind. As the use of AI becomes more widespread, the ability to track and act on buying intent will become an essential skill for revenue leaders, and those who fail to develop this capability will face significant career implications.
