Welcome back to The B2B Stack. A Substack note I posted a couple of weeks ago on the click-optimisation trap struck more of a nerve than I expected, so I want to properly finish the thought here: where the problem actually comes from, what the evidence says, why it gets worse the moment you step outside display, and what a saner measurement stack looks like in practice.
The Observer's Paradox In B2B: Why Chasing Clicks Is Training Your Campaigns to Find the Wrong Buyers
We explore how to fix it across multi-channel surfaces where B2B research happens at scale
