AI, pipeline generation and marketing’s false-positive problem

About This Event

B2B marketing teams have more data, signals and opportunities to identify potential buyers than ever before. But are marketers getting better at finding accounts that are ready to buy, or simply faster at targeting the wrong ones?As AI adoption grows and martech platforms use it to surface account insights, marketing teams face a false-positive problem: apparent intent does not always translate into a genuine propensity to buy. The result is wasted budget, low-quality pipeline, distorted forecas