The concept of the “Account Graph” is quietly becoming the most valuable infrastructure in B2B marketing. It’s the connective tissue that decides whether your Target Account List (TAL) becomes a signal engine - or just another spreadsheet collecting dust. As the identifiers behind the companies you target fragment, our product playbook has to change if we’re going to retain the ability to target them.
The internet is changing. LLM’s are emptying the content web reservoir and B2B research media is amongst the most effected content online. Gartner thinks SERPs will be down 25% in 2026 but perhaps most concerning is that the AI overviews we increasingly see in search and cutting click through rates by 79%. We now need to use identity to lift harder to identify B2B users in a smaller, shallower reservoir - which is where account and ID graphs come in
But here’s the kicker: most “…
