With over 10,000 RevTech solutions available, it’s harder than ever to discern who actually delivers value and whether their promises will truly help your business. At Marketing Vogue, we recognize that while there’s little mystery in what we do, there’s real power in how it drives results for our clients. To help you cut through the confusion and focus on what truly matters, we’ve put together a series of insights that dissect recent claims and present a clearer, more practical approach to evaluating the tools you need.
The Claim: “The Best AI in the Business”
According to McKinsey’s research, AI isn’t even among the top 10 use cases in B2B marketing. The most common uses are in customer service analytics and customer segmentation, with only 17% and 16% of companies exploring AI in these areas. So why are so many RevTech vendors claiming AI as their secret sauce? We believe they’re doing it for two reasons: it sounds impressive, and it’s hard for customers to evaluate. The reality is that, when it comes to contact identification, AI often doesn’t provide the same tangible results as more straightforward, transparent methods.
What’s Really Being Promised?
The claim of having “the best AI” is a convenient one because it’s impossible for most of us to assess. The real question is: what exactly is this AI good at, and how do you know it’s better than other options? AI models need relevant data to function, which means they rely on connections between people and behaviors. If a vendor doesn’t have this data, they’ll rely on you to provide it—an approach that historically doesn’t yield much value. Many vendors scrape low-quality data from the internet or purchase it from third parties, and while they may use AI to analyze it, this often leads to inaccurate or weak signals.
The Problem with “Black Box” AI
These AI-powered tools are often described as “black boxes”—you can’t see what’s inside, making it nearly impossible to evaluate the quality of the data or the insights. These models might aggregate weak signals from various sources, but the inferences they make are often wrong because they rely on overly broad keywords or vague topics. Adding feeds from third-party review sites like G2 or TrustRadius might make the results look more credible, but it doesn’t guarantee they’re any more accurate. In fact, relying on these signals to verify AI predictions often leads to false positives.
Marketing Vogue’s Approach: Transparent and Effective
At Marketing Vogue, we’ve built our approach on years of research and insights into how tech buyers engage with content. By creating rich, decision-support content and leveraging our SEO power, we’ve established ourselves as the leading source of enterprise tech buyer research. Our massive content volumes and targeted outreach allow us to intercept the majority of enterprise tech buyers’ online activity.
Why We Know What Matters
We don’t just publish content—we control it. This allows us to track exactly who is reading what and why, giving us a deep understanding of each buyer’s interests and intent. Unlike AI models that rely on weak, inferred signals, we provide concrete, directly observed intent data that you can inspect and evaluate. This transparency means you can see exactly which buyers are engaging with content relevant to your solutions, giving you clear insights into who is ready to engage.
The Power of Directly Observed Intent
In today’s competitive market, understanding your buyers is crucial to successful go-to-market strategies. By using data from our Priority Engine, you gain access to real buyer intent signals—backed by hours of engagement with highly relevant content. This is far more accurate and actionable than any generalized AI-driven approach. It lets you personalize outreach and optimize every stage of the buyer’s journey—from initial awareness through to close.
Why This Matters
If you’re looking for a solution that will provide clear, actionable insights and lead to real sales opportunities, our data-driven approach offers a distinct advantage. Priority Engine offers more precise, reliable intent signals than any AI tool currently available. This means fewer false positives, fewer missed opportunities, and faster, more consistent results at scale.
This blog is part of our ongoing effort to help you understand why Marketing Vogue is the best partner to drive growth through smarter, more transparent data. Our team is always here to discuss how we can help your business succeed. Feel free to reach out anytime—we look forward to connecting with you soon!
