As B2B buyer behavior continues to evolve rapidly, marketers are under pressure to rethink traditional engagement strategies and embrace a more data-driven, buyer-centric approach. In this interview, DesignRush speaks with Michael McGoldrick, Global VP of Marketing at pharosIQ and a seasoned marketing leader, about how pharosIQ’s AI-powered approach helps B2B organizations drive measurable growth, which metrics matter most, and the single biggest mistake executives make when they try to modernize their lead gen strategy.
95% of potential B2B buyers aren’t ready to buy today, according to research by LinkedIn Marketing Solutions. They’re “out-market” — not actively looking, but they will be “in-market” at some point in the future.
That makes timing, targeting, and data critical for reaching the right buyers when it matters most. Lead generation has never just been about volume. If your leads don’t convert or don’t contribute meaningfully to pipeline and revenue, then more isn’t better. That’s why more B2B leaders are rethinking how they approach lead generation altogether: moving from a quantity-first mindset to one focused on buyer readiness, behavioral signals, and strategic precision.
Build Pipelines Around Real Buyer Behavior, Not Just Volume
Many B2B marketers still operate under the assumption that more leads automatically mean more revenue. But in reality, lead volume without quality is a resource drain.
The real challenge today isn’t generating leads — it’s identifying which leads are actually in-market, qualified, and ready to buy. Chasing the wrong ones wastes time, budget, and sales team energy.
Precision matters. Without it, even the most aggressive lead gen tactics fail to deliver a real pipeline. Instead of relying on outdated lists or static firmographics, a data-driven approach uses real-time buyer intent to reveal who’s actively in-market and what they care about.
“We don’t just push volume; we help clients build pipelines with buyers who are already showing intent and movement through their decision journey,” Michael says.
This shift enables marketing and sales teams to reach prospects earlier, tailor outreach more effectively, and reduce wasted spend. The goal is to accelerate the right leads through your pipeline. pharosIQ illustrates how this works by layering AI on top of real-time intent signals. This helps their clients spot high-fit accounts and engage them with the right message, at the right time, through the right channel.
“Unlike traditional lead gen tactics that focus heavily on top-of-funnel volume, our campaigns are designed to support the full buyer journey — from awareness to conversion,” Michael says.
Why Behavioral Data Beats Volume in B2B Lead Gen
Many B2B marketers fall into the trap of chasing volume: more leads, more contacts, more clicks. But the real differentiator today is how well you can identify those who are already in-market.
“In today’s environment, generating leads isn’t the problem — generating the right leads is,” Michael says. Behavioral and intent-based data give marketers the ability to detect buying signals across digital touchpoints.
“Our proprietary system uses AI to ingest and interpret real-time buyer intent signals… [so we can] identify in-market accounts earlier and determine the right timing, messaging, and channels to engage the buying units within them,” Michael explains.
Instead of relying on top-of-funnel lead captures, teams can focus on accounts that are actively moving through a decision journey. This shift from quantity to quality accelerates sales cycles, eliminates wasted spend, and drives the pipeline with buyers who are ready to engage.
Traditional vs. Data-driven Lead Generation: What Actually Works
Old-school tactics like batch-and-blast emails, static firmographic filters, and rented contact lists often create more noise than results. While these approaches can generate a large number of leads, they rarely deliver tangible results.
“Traditional tactics tend to rely heavily on broad targeting, static firmographic filters, or outdated lists, which often lead to inflated lead numbers but low actual pipeline impact,” Michael says.
In contrast, data-driven strategies leverage real-time behavioral signals to surface accounts with active pain points or buying intent.
This approach enables:
- smarter segmentation
- more relevant messaging
- better timing
“Because you’re tracking performance at every stage of the funnel, you can adapt campaigns dynamically, reallocating budget toward what’s working and away from what’s not,” Michael adds.
Beyond efficiency, this shift also brings accountability. Instead of hoping your efforts work, data-backed lead gen shows proof through metrics tied directly to opportunity creation and revenue.
What Real Revenue Impact Looks Like
Data-driven lead generation is about improving outcomes that matter. One example comes from a mid-market SaaS company in the workforce technology space that turned to pharosIQ to reverse a pipeline slowdown and reduce lagging sales cycles.
The team used behavioral insights and real-time intent signals to build a multi-channel campaign that prioritized in-market accounts and tailored outreach by persona and buying stage. The execution spanned both content syndication and conversational display ads, optimized continuously throughout the campaign.
Within 90 days, the results were clear:
- Over 450 highly qualified leads
- A 64% match rate with existing CRM accounts, many previously dormant
- More than $3.2 million in new pipeline generated
- $900,000 in closed-won revenue within just three months
- A 31% reduction in sales cycle time for sourced leads
The takeaway? When campaigns are aligned with real buyer behavior and executed with precision, the impact accelerates revenue.
Why Many Brands Still Get B2B Data Wrong
Even with the right tools in place, many B2B organizations fail to fully capitalize on data-driven lead generation. The issue often stems from misalignment and outdated thinking.
“One of the most common mistakes we see is treating data-driven lead generation like a plug-and-play solution without fully aligning it to the company’s revenue strategy,” Michael says.
Some jump in without clearly defining their ideal customer profile (ICP), or without understanding how internal sales teams can realistically follow up. Others rely on stale data sets, using firmographics and contact lists that don’t reflect today’s buyer behavior.
“In a performance-driven model, more leads don’t automatically mean more pipeline,” Michael adds. “You need real-time insights that show actual buying intent, or you risk missing opportunities — or worse, chasing the wrong ones.”
When B2B brands skip foundational strategy and rush to execution, they undermine the entire value of a data-first approach.
Refine Your Data Before You Optimize Engagement
When it comes to improving lead generation outcomes, both data quality and engagement strategies matter, but not equally. According to Michael, the foundation of success always starts with the data.
“While both are important, refining data quality is the more foundational element,” he explains. “You can’t execute an effective engagement strategy without having confidence in who you’re targeting and whether they’re in a buying cycle.”
Good data means more than just accurate contact information. It’s about understanding real-time intent signals, identifying where prospects are in their journey, and segmenting accordingly. Without that, even the most creative outreach can fall flat.
Once that data foundation is strong, engagement becomes a high-leverage opportunity. Marketers can test formats, tailor messaging, and personalize at scale with much higher odds of success.
“Without good data, marketers are essentially flying blind, guessing who the audience is and what they care about,” Michael says.
In short: clean, intent-rich data is a strategic advantage. Get that right first, and your engagement efforts will go much further.
Which Metrics Matter
Surface-level metrics like total leads and click-through rates might offer early signals, but they rarely tell the whole story. For executives focused on revenue outcomes, deeper KPIs are essential.
“The first critical metric is lead-to-opportunity conversion rate. This shows whether the leads you’re generating are actually being accepted by sales and turning into [a] real pipeline,” Michael explains.
Conversion rates reflect the quality of targeting and messaging, whether you’re reaching the right people at the right time. It’s also vital to track where the pipeline is actually coming from.
“Track pipeline contribution by source or vendor. Not all leads are equal — this metric helps you double down on what’s working,” Michael says.
Speed is another key indicator. If leads are moving through the funnel faster, that’s a sign of better alignment and stronger intent. Finally, make sure campaigns are measured by their full influence on revenue.
“You want to understand the true value of your campaigns across the full journey, not just at the point of lead capture,” Michael says.
3 Emerging AI & Data Trends Reshaping Lead Generation
The future of B2B lead generation is being shaped by smarter tools and more connected data. According to Michael, these three innovations are already making a measurable impact:
1. Conversational AI speeds up qualification
Virtual SDRs and chatbots now handle early-stage interactions, qualifying leads and routing them to sales in real time.
2. Unified data creates smarter engagement
Bringing together sales, marketing, and product data enables more personalized and relevant outreach at every stage.
3. AI-powered scoring boosts sales focus
Automated lead scoring surfaces high-intent accounts so teams can prioritize what’s most likely to convert.
Choose a Lead Gen Partner Who Prioritizes Transparency and Agility
Michael says the most effective partnerships share three core qualities: transparency, agility, and strategic alignment.
“First and foremost, your partner should offer full visibility into where the data comes from, how targeting is built, and how performance is tracked,” he says. “If they can’t clearly explain their methodology or tie activity back to business outcomes, that’s a red flag.”
Agility is another must. A partner should be able to test, optimize, and adapt quickly as buyer behavior shifts without locking you into rigid programs.
“B2B buyer behavior is dynamic, and your campaigns need to be just as responsive.”
Finally, the right partner should operate as an extension of your team. That means understanding your ideal customer profile, aligning with sales objectives, and being accountable for results.
“Your agency should have a track record of success working with complex sales cycles, multiple stakeholders, and long buying journeys,” Michael says.
In other words, don’t just look for a vendor. Look for a partner who’s in the trenches with you and who can prove they’re driving real revenue outcomes.
Data-Driven Lead Gen Is a Revenue Strategy, Not a Short-Term Play
The biggest mistake companies make with lead generation is treating it like a short-term marketing activity instead of a long-term revenue driver.
That means aligning your ideal customer profile, sales goals, and marketing efforts from day one — and committing to accountability at every stage.
Generating the right leads, not just more leads, requires coordination, continuous measurement, and the ability to prove business impact clearly and consistently.
