Most marketers and founders think they're clever, tracking every digital sneeze. "Our prospects visited our pricing page 3 times!" "They downloaded our white paper!" "They engaged with our LinkedIn post!" So what? The logic is: let's send them AI-based emails bombarding their inbox, "so they care". I've seen companies burn through $50k in marketing spend because they confused browsing with buying intent. Here's the reality: Your best prospects are ghosts. They read your content. Never liked it. They research your company. Never fill out forms. They talk about you internally. You'll never know. Then one day they call and say, "We've been following you for months." Zero digital footprints. Zero "signals." I had a client obsessed with lead scoring. Every website click got a point. Every email open was tracked. Their "hottest" leads converted at 2%. Know what converted at 15%? Guess in the first comment! Cold outbound to companies that matched their ideal customer profile. No behavioral triggers. No engagement scores. Just good old-fashioned research and human conversation. Stop playing detective with digital breadcrumbs. Your prospects aren't lab rats leaving trails. They're smart buyers who know exactly what all that tracking means. The best deals I've closed came from prospects who were completely invisible online. Best attribution sounds like: "A friend of mine had seen your webinar, he thought you were charismatic, and we had an RFP for a BPM" - this is how, anecdotally, 400k deals start. While everyone else chases phantom signals, focus on real conversations with real people who have real problems you can solve. That's where revenue actually lives.