Every marketer says they’re data-driven — until the data doesn’t drive revenue.

Between intent platforms, engagement scores, and endless dashboards, most teams are drowning in “signals” that don’t agree on what’s real.

In this candid conversation, B2B marketing leaders Kristen van Laren and Michael Eggerling share how their teams cut through the noise, rebuild trust in their signals, and turn verified insight into actual pipeline.

You’ll walk away knowing:

• How to separate real buying intent from noisy or misleading signals
• The shared definition of “quality” that aligns Marketing and Sales
• Why a living ICP outperforms static firmographics
• How weekly feedback loops improve handoff, trust, and pipeline velocity
• Practical steps to activate verified intent — not vanity metrics

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