Traffic costs are rising whilst volumes fall, and platforms are working harder than ever to keep buyers away from your website. In this episode, Phil explains why B2B marketers can no longer afford poor conversion rates and why traditional CRO approaches don't work for most B2B sites. 

Phil introduces a performance marketing mindset for websites, treating your site like you'd optimise a Google PPC campaign. He explains how to overcome low traffic volumes, why bigger websites don't perform better, and how AI is actually helping us focus on what matters: converting the visitors who do reach your site into high-intent pipeline. 

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