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Stories

Sales & Business

B2B Buyers Abandon Vendor Channels Halfway Through Purchase Decisions, Analytics Show

At the midpoint of a complex buying process, enterprise customers systematically disengage from a vendor's paid advertising and owned content — not from indifference, but from purpose. The analytics pattern is consistent: buyers have absorbed what the vendor claims about itself, and now they are che

4 years ago

Sales & Business

Analytics Flagged Declining Trade Show ROI Months Before COVID Hit, Saving Johnson Controls $6.5 Million

In late 2019, forecasting models built by Proof Analytics began signaling that field marketing events were losing effectiveness for Johnson Controls — weeks before anyone had named the virus that would eventually shut those events down entirely. Acting on that signal, the company paid cancellation p

4 years ago