Written by Explore Digital 
Not long ago, a B2B client in battery manufacturing came to us with a mystery. Theyโd just spent two months running Google Ads and proudly showed us the numbers: 172 submissions on their landing page.
At first glance, that sounded amazing. Then we looked closer. Every single one was either spam or a bot. Not a single qualified lead.
It was like throwing a party and realizing everyone who showed up was a robot in disguise.
We laughed, then dug in. Marketing is testing: finding the right audience, the right channel, and knowing when to pivot. Paid search didnโt stick, but their account-based email campaigns and newsletters were quietly outperforming everything else, with open and click rates soaring past industry benchmarks.
Instead of forcing what wasnโt working, we focused on scaling what was. Real people, real engagement, and a lot fewer robots. Sometimes the experiment fails, but the lesson pays off.
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