Why the playbooks that built your pipeline are now holding it back. B2B growth playbooks are breaking down. Account-based targeting, trade pub spend, and broad AI investments aren’t wrong in concept — but the market has moved. Buying committees keep expanding, and executives are demanding clearer line-of-sight from marketing budget to pipeline impact. This guide walks through three shifts B2B marketing leaders need to make right now, and a practical framework for executing them: Visibility Gaps — Why ABM created blind spots, and what individual-level personalization actually requires Precision Programmatic — How to replace unmeasurable trade pub spend with advertising that ties directly to pipeline Data Debt — Five patterns quietly undermining B2B marketing performance, plus a self-assessment to find where you stand Operating Model — A four-phase framework for putting all three shifts into practice
