B2B marketing teams are grappling with an increasingly challenging problem that's keeping us all up at night:

The Pipeline Problem.

With program budgets slashed and flat headcount (or even decreasing), the pressure to not only meet but exceed pipeline targets is mounting. And when those targets are met, the reward is often a higher target for the next quarter... congrats.

Significant shifts in buying behavior just make this problem feel even more insurmountable.

70% of buyer activity now occurs off your website, the size of buying committees has expanded, and your CFO is suddenly extremely interested in the software your team is looking to invest in.

On top of that–traditional strategies for pipeline generation are losing their effectiveness in this new environment.

The decline of lead generation, unpredictability of event-generated pipeline, prevalence of ad blockers, phasing out of third-party cookies, and the complexities of attribution have all contributed to a landscape where conventional methods no longer suffice.

And when you're straining under the weight of your pipe targets who has time to figure out what the dark funnel even is?