---
title: "Stop Chasing Ghost Signals"
url: https://metadata.io/resources/blog/stop-chasing-ghost-signals
description: "Why intent data is collapsing — and what’s next for B2B marketing."
source: metadata.io
---

Why intent data is collapsing — and what’s next for B2B marketing.

Benchmark context: Metadata's [2026 B2B Paid Media Benchmark](https://metadata.io/benchmark-report-2026) reports what a B2B lead actually cost across 153 advertisers and $57.6M of 2025 ad spend, by channel, audience and ad format.