SAS Rebuilds B2B Measurement for the AI Search Era

Fri, 05 Jun 2026 00:00:00 -0400
Event Recaps

SAS is dismantling its lead-based measurement model as artificial intelligence search reshapes how B2B buyers discover vendors before ever contacting sales. Michele Eggers details how new upstream metrics and buyer-group tracking could redefine pipeline accountability for B2B marketers.