At its core, the intent data industry is broken. Much of the market promotes minimally viable, remedial technology that simply adds up content consumption of companies and informs you when one of those companies ‘surges’ or ‘spikes’ in recency or frequency of a topic. When those signals are errant, marketers spend time and money pursuing false opportunities, and the cost of that pursuit scales with the size of your program. Let’s illustrate these points using a few simple use cases...

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