The Squaristic Journal

Field notes on
demand.

Playbooks, benchmarks, and hard opinions on content syndication, intent data, and building pipeline that actually converts.

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9 STORIES

Your pipeline was decided before you knew the deal existed

Most B2B deals are won before a form is filled. Buyers overwhelmingly purchase from a vendor that was on their shortlist the day they started looking, which invalidates a large share of how demand gen budget gets spent.

        Jul 28, 2026/8 min read
      

Lead Gen

The MQL is not dead. Your definition of it is.

Fewer than 1 percent of leads ever close, and the failure was never in the acronym. It was in scoring one person inside a decision that now involves eleven or more stakeholders.

Jul 23, 2026/7 min read

Intent Data

Intent data has an accuracy problem, not a supply problem

Nearly every B2B marketer buys intent data. Far fewer can tell a real buying signal from network noise. A practical framework for calibrating the instrument before it drives spend.

Jul 21, 2026/9 min read

When an LLM Builds the Shortlist, Your Content Strategy Has a New Judge

B2B Strategy

When an LLM builds the shortlist, your content has a new judge

Half of B2B software buyers now start research inside an AI chatbot, and most technology brands have zero citations. The consideration set has a new and more demanding gatekeeper.

Jul 16, 2026/9 min read

ABM

Your buying committee has eleven people. Your content speaks to one.

The B2B buying committee has roughly doubled in a decade. Most content libraries still address a single persona, and the coverage gap is where pipeline quietly leaks.

Jul 14, 2026/8 min read

Content Syndication

Content syndication is shifting from lead delivery to account access

The volume lead model is failing. Syndication is repositioning around verified, account-level access, and the change required is on the buyer side of the contract too.

Jul 09, 2026/7 min read

Demand Generation

The dark funnel is not a tracking problem you can fix

Up to 60 percent of B2B buyer touchpoints never reach your attribution model. The fix is not better tracking. It is a different measurement stack built on triangulation.

Jul 07, 2026/8 min read

Intent Data

A better primary metric than cost per lead

Cost per lead measures efficiency at producing something that rarely closes. Intent to opportunity velocity measures whether demand generation is actually working.

Jul 02, 2026/6 min read

B2B Strategy

Two thirds of your buyers do not want to talk to you

Two thirds of B2B buyers now prefer a rep-free experience. Your content has to do the work a sales engineer used to do, or buyers pick the vendor whose docs answered them.

Jun 27, 2026/7 min read

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