In 2025, B2B marketing is broken. We're so obsessed with measuring the "in-market" 5% that we've abandoned the battlefield where deals are actually won.

The Delusion

Performance marketing sold us a lie: that revenue is a math equation. Newtonian physics, almost. Track the click. Optimize the conversion. Attribute to the decimal point. We've become accountants pretending to be marketers.

Meanwhile, the real deals—the transformative partnerships, the seven-figure contracts—are inked over candle lit dinners in quaint little bars. At weddings. During chance encounters your "intent signal" will never detect. There's an entire hidden economy of human connection that your dashboard can't see and your attribution model will never capture.

We've confused efficiency with effectiveness. We've mistaken measurement for meaning. The bottom-of-funnel obsession has blinded us to a fundamental truth: 95% of your market isn't "ready to buy" today. So we ignore them. We burn $75k monthly on retargeting the same exhausted 5% while our (smarter) competitors are building relationships with everyone else.

This isn't just inefficient. It's insane.

The Reality

Demand isn't finite. It's not always sitting there waiting to be "captured". Demand is also created.

Ask yourself. Is your car currently for sale? No? Well, is it for sale if a great offer came in? Probably. You could argue back that consumer buying behaviours are far more impulsive than B2B. You’re not wrong. But so is that Fortune 100 CEO’s decision to take a meeting with you.
B2B buying isn't purely rational; it's relational. And relationships aren't built through conversion rate optimization.

They're built through shared experiences. Through serendipity. Through being present when the moment strikes.

We not only help you capture demand. We help you create it.

The Flip

At hyperGTM, we've inverted the entire B2B funnel.

While everyone fights over bottom-funnel scraps—prospects who've already been educated, influenced, and half-sold by your competitors—we're dominating the 95% they've abandoned. That "impossible to attribute" top of funnel? We're (actually) able to attribute.

How? Through in-person events where real relationships form. Through direct mail that breaks through the online noise and reaches actual decision-makers. We don't want to replace human connection, only multiply it.

• We don't optimize funnels. We build relationships.

• We don't chase intent signals. We create conversations.

• We don't measure clicks. We engineer serendipity.

This isn't marketing automation. This is experiential, relationship-led sales.
So stop (only) chasing that 5%. Start dominating the entire market.