LeadCoverage, the leading marketing agency for the supply chain industry, recently returned from the highly anticipated Manifest 2025 event held from February 9th to 11th in Las Vegas. This premier gathering brought together Fortune 500 global supply chain executives, logistics service providers, innovators, and investors, creating an unparalleled ecosystem focused on transforming end-to-end supply chain and logistics.
The energy at Manifest was lively, with conversations and networking opportunities that highlighted the innovative spirit of the industry. LeadCoverage’s co-founder and CEO, Kara Smith Brown, captivated attendees with her standing-room-only breakout session. With her signature insights and no-nonsense approach, Kara tackled one of the hottest topics in marketing: intent data.
During her session, Kara emphasized that “AI is Not Intent Data,” urging companies to understand the nuances of intent data as it relates to their marketing strategies. She explained that intent data captures vital buying signals, including website visits, search queries, and digital footprints, while AI serves as a tool to leverage this data to enhance insights, automate processes, and enable personalized outreach.
Kara didn’t stop there. She introduced her “4 Steps of Intent Maturity,” a strategic roadmap to help businesses unlock the full potential of intent data:
- Primary Intent: Direct engagement signals based on owned data.
- Secondary Intent: Leveraging external data to gain insights.
- Account-Based Marketing: Utilizing programmatic intent to target specific accounts.
- Predictive Intent: Anticipating future buying behavior based on historical trends.
Looking ahead, Kara highlighted the expanding access to data, which is yielding stronger buying signals for supply chain companies. She discussed how, by pulling insights from niche sources like load boards, carrier review platforms, and analyst reports, businesses can refine their targeting and decision-making like never before.
In addition to her insightful presentation, Kara signed and gave away 300 copies of her best-selling book, The Revenue Engine: Fueling a B2B High Octane Pipeline.
LeadCoverage is proud to be at the forefront of supply chain innovation, and Kara Smith Brown’s inspiring presence at Manifest 2025 reinforced the company’s dedication to empowering businesses with the tools and insights they need to stay ahead. The future of intent data is here, and LeadCoverage is driving it forward.