Marketers have long relied on account-level intent signals-but new data shows that might be a huge mistake.

In this clip, we break down why "not all intent is equal," why 50% of an account's intent often comes from just one person, and how 90% of account-level signals disappear once you filter for the right ICP and job titles.

If you want more accurate targeting, it's time to rethink your approach to intent and focus on contact-level behavior instead.