DemandScience

Big news over the weekend in the agency world. Publicis’s acquisition of LiveRamp is a significant moment for the industry and a signal worth paying attention to. When a holding company invests $2.5 billion to own a core data and orchestration layer, it reflects how strategically important intelligence, identity, activation, and orchestration have become in modern marketing. This also raises an important question for enterprise marketers and agencies alike: How important is independence in the systems that shape marketing decisions, activation, and measurement? We believe many organizations will continue looking for open, flexible intelligence and orchestration layers that are not tied to a single holding company model, media ecosystem, or activation platform. That belief is a big part of what we’re building at DemandScience: helping organizations unify intelligence, orchestration, activation, and execution in a way that works across ecosystems, not just inside one of them. The industry is consolidating around data intelligence and orchestration as the foundation of marketing performance. The open question is whether marketers want those systems embedded inside vertically integrated ecosystems, or operating independently across them. That conversation is only beginning.

So this is going to be an epic session for those of you interested in building and accelerating B2B sales #pipeline ! Recently I shared a LinkedIn article about interest vs. intent vs. propensity - recognising the difference so you can deploy the right resources against the right segments. Prioritisation of activation is a key growth lever, but what does this mean in practise? If this is something you want to dig deeper on then we have a high caliber GTM webinar on the 4th of June featuring: Derek Schoettle , CEO, DemandScience - Prior to joining DemandScience, Derek was a Growth Partner at Great Hill Partners where he worked with portfolio companies to drive all aspects of their go-to-market initiatives. He also served as CEO of ZoomInfo. Jason Chapman , COO, GTM Fabric As a partner for our exclusive access to in-market and propensity-based campaign data, Jason is focused on helping clients understand their market buying dynamics and surfacing intelligence that helps prioritise accounts based on verified data. Rohini Kasturi , CEO, HG Insights As C-Suite executive, board member, and trusted advisor to numerous private equity and venture capital, Roshini is an expert in scaling SaaS businesses and has driven year-over-year growth in Cloud and Data Management, Cybersecurity and many more leading B2B industries. Mark Wheeler , GTM Advisor A former CMO at Storyblok and LeanIX (acquired by #SAP ), Nutanix, Sitecore and EMC - Mark helped take LeanIX from around 500 to 1,300+ customers ahead of its SAP acquisition. A three-time Global Top 100 B2B CMO, Mark has grown global teams across the Americas, EMEA, and APAC. So, are you interested in listening into the conversation with these industry leaders? ➡️ How they build pipeline for their brands and customers ➡️ What data they are leveraging to gain the edge ➡️ How they activate on a Winnable Accounts System for growth Then you are in luck - join us on the the 4th of June and grab all the value you can! Link to webinar sign-up in the comments 👇 #GrowthStrategy #DataDriven #ABM shout out to Bill Hobbib and team for pulling this together!

Sunday night movie? "If you build it, they will come" If you're a well-aged red wine like me, you may recall the Kevin Costner baseball film, Field of Dreams. A nostalgic story about building something you believe in, and drawing in an audience because they believe in it too. That used to be the adage for SaaS products. Until about 18 months ago. Now the world is being flooded by apps and agents. You ain't the only game in town! ⚾️ With the flood of solutions and capabilities comes noise and distraction for B2B tech buyers and users. Build it or buy it? App, API, or agentic workflow? Point solution or platform? More options. More distractions. In this environment, #distribution and #attention are still your top players. Getting bums on seats, tokens spent, or outcomes executed (and paid for) means you need to be in front of the right audience, with the right message, all of the time. Distribution, targeting, and capturing the imagination of busy and distracted #B2B buyers is still a priority. And now there are even more bases to cover. Paid channels, email, events, agentic search... You need a partner with a holistic view on where your audience is and how to reach them, so you can keep hitting home runs! That's what we're delivering for clients at DemandScience . Check out our winnable accounts system in the comments 👇 It's game time! What's in your playbook? #HomeRun

Here's the question we're opening with at our Forrester breakfast next week: "Your intent data says an account is in-market. Your sales team says they've never heard of you. Who's right and whose problem is it to fix?" If you've been in that meeting, you know exactly how it goes. DemandScience & Docket.ai are bringing senior B2B marketing leaders together at the Forrester B2B Summit in Phoenix for a candid working breakfast. No slides, no pitch. Just a candid conversation with senior B2B marketing leaders about how leading teams are moving beyond the MQL. Bring your most stubborn pipeline problem. Let's solve it together. The MQL Is Dead. What Comes Next? 📅 Monday, April 27th, 2026 ⏰ 8:00–9:30am 📍 Fillmore Coffee Co, Phoenix AZ 🔗 RSVP here: https://bit.ly/4dN2KNO #DemandGeneration #B2BMarketing #ForresterB2B