Friday, August 22, 2025 by Shelley Hirst

Are you an attribution quitter?  Most sales teams lose interest over time if buyers aren’t biting when they want them to  Worse still, marketing assumes they are being handled as part of the sales process while they move on to creating the next batch. 

If there's no 2-way hand off between sales and marketing teams, this results in a huge loss of investment made in data, content, and effort.  You’ve got tools, reports, dashboards, but when the CRO asks, “what did we get for that campaign?” the answer is still vague.

The attribution gap

Most teams know what they sent, fewer know what resonated and even fewer know what moved someone closer to buying, however long that takes.  When you think about enterprise deals of high value, they can take 1+ years to find, let alone enter the sales process, so a quarterly campaign isn’t going to cut that.

It’s not that teams aren’t trying, it’s because most reporting systems are disconnected and in the case of partners, funded programmes only happen quarterly. CRM doesn’t match the campaign, content isn’t tied to outcomes, sales don’t feed back. And so, you’re left with loads of data, but no story.

Our reporting changes that. It tells you:

  • Who engaged
  • What they did
  • How long for
  • Where they went
  • What happened next
  • And we don’t give up!

And it does it in real time, with buyer-level insights.

From black box to glass box

No more:

  • “We think this worked”
  • “We saw a spike but can’t trace it”
  • “It generated leads, but we don’t know what kind”

Our clients see:

  • Which content triggered meetings
  • Which audiences converted faster
  • Which themes drove revenue

It’s not just about measuring performance. It’s about making better decisions next time.

Built-in accountability

We don’t hide behind vanity metrics. We show you everything, every week

  • Campaign open rates with machine opens filtered out
  • Click engagement and frequency over time
  • Downloads and dwell times
  • Lead progression by funnel stage
  • LinkedIn connections

All mapped back to the outcomes that matter,  so if you want to see what a high-performing content block looks like, you'll know.  You want to switch up something that's not delivering, easy.

Insights that move you forward

Every marketer wants better results. But the ones who get them are the ones who learn, adapt, and iterate. Our platform enables that. You don’t need to dig through spreadsheets, you get one view of the truth, backed  backed by data you can act on.

Whether you’re trying to justify marketing spend to leadership, improve targeting, or double down on what’s working, this is the visibility you need.  Let’s get you out of the dark and into a dashboard that drives performance that sticks with you for the long term.

 
>Market Activation Overview  Get the playbook

Market Activation Overview

Demand-as-a-Service™ gives you instant access to a proven, high-performing go-to-market system.

Reach already engaged IT and Security buyers, generate qualified and intelligence-backed leads, and scale across regions.  It’s fast, flexible, and built to deliver the results your team needs.

>Guide: MQLs To Closed Deals  Get the guide

Guide: MQLs To Closed Deals

Struggling to turn marketing leads into real sales? 

This guide breaks down what’s missing in the processes and what to do about it. Discover the difference between demand and lead generation, avoid common pitfalls, and build trust with buyers from first touch to close.   

Download now and sharpen your go-to-market strategy.

Frequently Asked Questions

How does Market Activation differ from Demand Generation?
Demand Gen builds broad awareness and interest over time (e.g., whitepapers, webinars).
Market Activation identifies in-market buyers (via intent data, behavioural signals) and immediately engages them with tailored outreach (nurture tracks, one-to-one advisor sessions, community invites).
Market Activation talks about “Demand-as-a-Service”? What’s included in this?
Engagement Engine: Continuous, multi-channel publishing (articles, webinars, newsletters) to sustain interest
Demand Engine: Targeted outreach (email, ads, sponsorships) that scores clicks → qualified leads → sales-ready appointments.
Performance Dashboard: Real-time visibility into open rates, CTOR, CPL and lead progression via our online sales portal.
What role does The Amigos Network play in Market Activation?
Early Detection: Community discussions surface real-world challenges and project signals before formal RFPs.
Content Amplification: Thought leadership shared in The Amigos Network drives deeper engagement and social proof.
Peer Validation: Prospects get candid feedback from peers on your solutions, shortening the evaluation cycle.
Pipeline Catalysis: Warm introductions and referral paths within the community fuel high- intent conversations.
How do B2B communities like The Amigos Network fit into the sales process?
  • Top-of-Funnel: Build credibility through community content and events.
  • Mid-Funnel: Leverage peer case studies, expert Q&As, and live demos to answer deep technical questions.
  • Bottom-of-Funnel: Invite high-intent members to advisory councils or private 1:1 sessions, often the final nudge before purchase.
How does The Amigos Network create Intent Data?
  1. Interesting content: We originate, curate, and syndicate different types of content we know our audiences want to engage with and tell them it’s there.
  2. Sponsored content: We use sponsored content to drive engagement with individual brands.
  3. Promotion: We promote that content via multiple channels such as email, social media, YouTube, and so on.
  4. Identification: We ingest company-level engagement signals and combine it with known contacts that may be researching key topics.
  5. Segmentation: Members are bucketed by level of intent (high, medium, low) plus ICP fit and company size.
  6. Activation: High-intent members receive prioritised community invitations (events, focus groups, product deep-dives) to accelerate deals.
Is buying intent data worth it when you’re part of The Amigos Network?
Yes, if you blend purchased intent data with community signals and nurture streams, it makes a powerful mix, but it is not necessary for this programme.
  • Purchased data highlights who’s in-market.
  • Community engagement reveals what questions they’re asking, so your nurture can be hyper-relevant.
  • Result: A 2–3× lift in meeting acceptance and pipeline velocity vs. cold outreach alone.
Is buying intent data worth it?
It turns out that intent data is one of the best ways to find and target in-market buyers who match your ideal customer profile (ICP). Intent data shows at a company level who's actively interested in a product or service area. Depending on your investment, it will determine whether you can get named individuals.
Why would I buy intent data?
As a starting point to onward prospect engagement and pipeline building for the future. The best use of it comes from entering it into marketing nurture until such point it becomes a sales-ready opportunity.
Is intent data good for sales teams?
It depends. If it’s seen as a fast-track to dropping it into a sales queue, then ROI will be poor. It is valuable if given to marketing to nurture first and pass it through when it becomes high-intent, rather than “just showing an interest.”
Is it better to buy or create intent data?
Buying it is one approach, but it’s what you do next with it that counts. Dropping it into a sales queue and expecting a potential buyer to be asking “where do I sign” is unlikely to happen, especially for strategic or big-ticket purchases. Buying basic intent information should be the first step in a long-term nurture process designed to build an ongoing pipeline in a joined-up marketing and sales approach.
Is purchased intent data alone enough to fast track to sales?
No.
How should Sales and Marketing collaborate on intent in The Amigos Network?
  • Marketing owns the nurture tracks, community invites, educational content, and event promos.
  • Sales intervenes only at “high-intent + active community engagement” thresholds, with account-specific demos and peer introductions.
  • Outcome: Fewer wasted calls and a higher win rate on truly qualified opportunities.
How do we measure success for Market Activation in The Amigos Network?
  • Engagement Metrics: Community log-ins, event attendance, content downloads.
  • Intent Conversion: % of intent-scored members who join private roundtables or request demos.
  • Pipeline Velocity: Time from first community touch to opportunity creation.
  • Revenue Impact: Contribution of community-sourced deals to overall bookings.
What key metrics and ROI can be expected?
  • Average Weekly Open Rate: 40%
  • Average Weekly Click-to-Open Rate: 70%
  • Average Cost-per-Lead: £45
  • Minimum ROI: 500%
  • Average Dwell Times: 1 minute 45 seconds
These benchmarks illustrate strong engagement and cost efficiency versus standard digital campaigns.

About Market Activation™

There's truth when they say "it's not what you've got, it's how you use it"

You might have great products, strong partners, and a solid plan and team to back it up, but if you’re not turning that into real conversations and real pipeline, what’s the point?  

Whatever your size or ambition, we built Market Activation with you in mind.  It's powerful, flexible, and actually built by people who know the channel, because we’ve lived it. Whether you’re trying to boost direct sales, give your partners a serious edge, or just get to market faster without wasting time or budget, we’ve got the engine.

The only question is, how do you get it to run?