From data overload to confident action: How leading teams are turning credible buyer signals into pipeline
Event description
B2B organizations have never had more buyer data, intent signals, or AI-powered intelligence at their fingertips. But more signals don’t automatically create more confidence or more pipeline. The real challenge is determining which signals deserve to be trusted, what makes them actionable, and whether marketing and sales agree on what they mean.
New Pipeline360 research reveals a critical gap between signal volume and signal credibility. While marketing and sales leaders are broadly confident in their demand engines, they don’t always trust the same signals or share the same standards for what deserves action. Marketing shows greater confidence in signal quality, while sales places greater weight on account-level engagement and rep insights. And despite growing AI adoption, teams still want transparency, context, and human validation before putting AI-generated recommendations into action.
Join Pipeline360 and Trilliad as we unpack with a panel of B2B marketing leaders what it takes to move from signals to sales. Drawing on findings from the 2026 Trusted Demand Study, we’ll explore which buyer and account signals actually carry weight, what makes marketing-generated demand credible enough for sales to act on, and what separates genuine buying momentum from activity that simply looks good on a dashboard.
As organizations plan for 2027, the conversation will turn from “what should we measure” to “what should we trust”. We’ll discuss how leaders can improve data quality, buying-group visibility, AI-enabled decision-making, and cross-functional alignment to build a demand engine that turns credible signals into faster action and stronger pipeline.
The panel discussion will be followed by networking, food, and drinks with fellow B2B marketing and revenue leaders.
Agenda
9:30-10:00 Check-In & Breakfast
10:00-11:30 Moderated Panel Discussion
11:30-12:30 Networking Lunch
