Intent and lead generation promise more than sellers believe. A signal tells you something happened, not why, and sellers have learned to be wary of activity that goes nowhere. In this panel discussion, ProspectBase, dentsu B2B and Salesforce explore what separates genuine buyer interest from arbitrary activity across the behavioural data, intent signals and third-party data that performance marketing runs on, why the hand-over to sales matters as much as the signal, and what a lead needs to carry before a seller will pick up the phone. They also cover where AI can help read the signals and where people should still decide.

In this session you will learn

• Why the buying story starts before the search and the intent signal, and what sets it in motion.
• Why a single score isn’t enough, and how combining what is happening inside a business with how its people engage tells you where an account really is, and how seriously.
• What separates genuine buyer interest from arbitrary activity, and why intent leaves sellers sceptical.
• What a lead needs to carry to sales so a seller can act on it, and what this means for how your teams work: where AI can help guide ABM, routing, nurture and personalisation, and what leaders should still decide for themselves.

Session takeaways

• The buying story starts before the search. Understanding what sets it in motion tells you when to pay attention, and what a signal really means.
• A score tells you who. Context tells you what it means.

• The hand-over is the product. A lead is only as useful as the reason it carries to the seller.