Most B2B marketers obsess over website traffic numbers. But here's the problem: 50% of that traffic is bots, most visitors have zero buying intent, and you're probably getting blamed when those vanity metrics don't translate to revenue.

In this episode, Patrick breaks down why smart B2B marketers in 2025 are ditching total traffic and tracking ICP company traffic instead. He walks through:

→ Why website traffic is a dangerous KPI to rely on

→ How to calculate iCPC (ICP Cost Per Click) to measure true channel efficiency

→ The exact process for tracking ICP traffic using reverse IP tools like Dreamdata

→ How to present these metrics to CEOs and CFOs in a way that actually gets budget approved

If you are a B2B marketer, demand gen leader, or CMO tired of defending traffic numbers that don't drive pipeline, this framework will change how you measure and report on marketing performance.

Bon appétit 🤌