From Signals to Sales: How Anteriad Uses AI and Intent Data to Drive 32X ROI | Anna Nielsen
In this Winners Circle episode, host Russ Fordyce sits down with Anna Nielsen, VP of Product at Anteriad and a multi award winner, to explore how B2B marketing is evolving through AI, intent data, and smarter campaign execution. Anna shares how Anteriad’s marketing cloud platform connects data, activation, and analytics to help marketers reach the right buyers at the right time.
You will hear how the shift from traditional CRM systems to account based marketing and buying groups is changing how companies approach demand generation. Anna explains why today’s buying decisions involve multiple stakeholders and how marketers must engage entire groups, not just individual leads.
The conversation dives into intent data and how Anteriad processes billions of signals each week to identify which accounts are actively researching solutions. By combining intent data with firmographic insights, marketers can prioritize outreach, reduce wasted spend, and engage prospects when they are most likely to convert.
Anna also discusses how AI is applied in practical ways across the platform, from identifying buying group members to cleaning and validating data. Instead of chasing hype, Anteriad focuses on using AI where it drives measurable impact, helping marketers cut through noise and improve targeting.
The episode highlights real world results, including a case where a client achieved 32X ROI and generated significant net new business by layering intent data onto existing campaigns. Anna explains how better timing and smarter targeting lead to stronger engagement and higher returns.
The conversation wraps with a look ahead at the future of AI in marketing, including more intelligent workflows, deeper personalization, and tools that help match the right message to the right decision maker at scale.
Chapters
00:00 – Welcome and Introduction
01:30 – What Anteriad Does
03:00 – From CRM to ABM and Buying Groups
05:00 – The Challenge of Reaching Buying Committees
06:30 – The Role of AI in Modern Marketing
07:00 – Understanding Intent Data
08:30 – Processing Billions of Signals
10:00 – Sales and Marketing Alignment
11:30 – Smarter Campaign Targeting
12:45 – Using AI Where It Matters
14:00 – Cleaning and Validating Data
15:30 – Platform Plus Managed Services
17:40 – Case Study: 32X ROI
19:30 – Timing the Market Right
20:30 – The Future of AI in 2026
21:30 – Personalization at Scale
23:00 – Real Time Reporting and Insights
24:30 – Moving Beyond Cookie Based Targeting
26:00 – Targeting in a Hybrid World
27:00 – Final Thoughts and Takeaways