Turning Off Paid Traffic: A Shift in B2B Marketing

Not long ago, we at Signum.AI crossed the milestone of 2,000 clients. Growth has been steady, even as we continuously experiment with various marketing activities—from standard outreach campaigns to PPC, partnerships, and other channels.

However, tracking what truly works and what doesn’t is a challenge. Anyone involved in B2B marketing will understand this struggle.

What I’ve Noticed

Focusing only on those ready to buy right now has stopped yielding results.

When people are actively in the market, they rationally compare providers based on features and pricing. But when they’re not in the market, your content becomes an automatic trust-building machine.

And when the time comes to buy, you’ll be the first they remember. Even if they don’t choose you immediately, you’ll at least be part of the decision-making process.

How to Apply This?

At any given moment, only about 20% of your audience is ready to buy. If your content is strong enough, it will consistently stay in front of the remaining 80%—the ones who aren’t ready yet.

The idea: create organic content for the 80% of your audience that isn’t currently planning to make a purchase.

What’s the Downside?

Of course, this is a long-term strategy—it won’t deliver instant results.

But in a world where AI will soon allow anyone to create a product in just a few clicks, people will only trust you and your brand.

In a way, that’s exactly why I started this channel—to build that trust over time.

Artem Gladkikh
Founder & CEO, Signum.AI
Building The Ecosystem That Transforms Marketers Into AI-Driven Experts.

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