S2 E12: Shaping the Buying Journey: Understanding the Inscape of B2B Accounts
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7 min read
S2 E12: Shaping the Buying Journey: Understanding the Inscape of B2B Accounts

In this episode of Science of B2B, Kerry Cunningham introduces the concept of "inscape"-a term coined by poet Gerard Manley Hopkins-to describe the internal structure – or landscape -- of B2B buying processes. Kerry explains how AI and intent data can uncover the inscape -- patterns behind buying behavior -- enabling marketers and sales teams to prioritize budgets and efforts more effectively.