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"Designing a Comprehensive Intent Data Strategy"

B2B buyers are more self-directed, private, and cautious than ever, leaving vendors struggling to break through. In this expert session, Forrester’s Malachi Threadgill outlines how intent data helps teams keep pace with shifting buyer behavior and sharpen GTM strategies for real impact.

B2B buyers are increasingly driving their own solution research, leaving vendor teams with fewer chances to engage meaningfully. Rising privacy concerns and longer purchase timelines further complicate the path to influence.

Informa TechTarget hosted Forrester’s Malachi Threadgill to explore how intent data can help marketers close the gap. His insights offer clear direction for evolving GTM strategies and staying competitive in a rapidly shifting buyer landscape.

What you’ll learn:

• Why traditional, inward-looking marketing strategies are no longer enough to understand and reach modern buyers
• How intent data provides the external insight needed to stay aligned with market behavior and buyer needs
• Practical frameworks and expert recommendations to future-proof your GTM efforts amid evolving buyer expectations

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