Too Many Signals, Not Enough Sales: When Data-Driven Marketing Goes Wrong

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

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

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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.

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You’ll walk away knowing:

• Which data signals are worth believing (and which aren’t)
• How to build a living ICP that evolves with buyer behavior and sales feedback
• What alignment really looks like when revenue teams share one truth