Traffic is collapsing across B2B. Some brands are down 50 to 60% year on year, yet pipeline and revenue keep climbing regardless. If your dashboard still treats traffic as the leading indicator of success, you're tracking the wrong thing, and you're far from the only one getting this wrong.
In part one of this mini-series, Dan and Josh tear through the chaos list: why answer engine optimisation has gone from nice-to-have to non-negotiable, why the old lead waterfall no longer holds up, and why long-form video and podcasts are now doing the discovery work blogs used to. They also tackle the conversation most CMOs are avoiding: disconnected systems between marketing, sales and customer success that leave leadership flying blind on revenue, and why net new logos can't be the only number that matters anymore.
Essential listening for anyone in B2B marketing leadership trying to work out what's actually broken in their go-to-market, and what to fix first.
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