Why Clicks Are a Lie: Building Goals-Based Optimisation for B2B

B2B typically lacks the conversion event which feeds adtech optimisation - here is how we can solve that from a product POV

Clicks are the currency of digital media - but in B2B, I would argue that they’re mostly a distraction.

For years, marketers have been trained to obsess over click-through rates, cost per click, and top-of-funnel "engagement." But here’s the problem: clicks don’t correlate with pipeline, revenue, or real intent, especially not in complex, multi-touch B2B…