Every PPC manager knows their cost per click to the cent. Almost none can tell you, in one sentence, why the people who clicked didn't convert.

After 20 years running an experimentation agency and interviewing thousands of customers who almost bought and didn't, Ayat will share the four real abandonment reasons that lurk on the other side of a paid click — ranked across hundreds of lost-prospect interviews at Invesp.

Expect the interview script her team uses every week, three uncomfortable questions to never ask, and a case study where moving a form to the top of the page lifted conversion roughly 20% — without touching ad spend.

In this talk, Nate will challenge the idea that TikTok and B2B marketing are destined to be broad, unmeasurable, brand-awareness exercises.

Nate will cover why they get stuck there, how intent and audience data unlock a different approach, and how tools like Diginius Insight let you load intent data (e.g. Bombora) and push targeted campaigns straight to your ICP, democratizing ABM for teams of any size.