# 203: Jordan Resnick: How to distinguish fake traffic from real machine customers

Page: https://stenobird.com/podcast/humans-of-martech-1320163/203-jordan-resnick-how-to-distinguish-fake-traffic-from-real-machine-customers
Text version: https://stenobird.com/podcast/humans-of-martech-1320163/203-jordan-resnick-how-to-distinguish-fake-traffic-from-real-machine-customers.md
Podcast: [Humans of Martech](https://stenobird.com/podcast/humans-of-martech-1320163)
Published: 2026-01-20T09:00:00+00:00
Episode link: https://humansofmartech.com/2026/01/20/203-jordan-resnick-fake-traffic-vs-machine-customers/
Audio file: https://media.transistor.fm/8639a03e/9cf7beff.mp3
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JSON: https://stenobird.com/v1/public/podcasts/humans-of-martech-1320163/episodes/203-jordan-resnick-how-to-distinguish-fake-traffic-from-real-machine-customers
Duration seconds: 3740

## Resource

What’s up everyone, today we have the pleasure of sitting down with Jordan Resnick, Senior Director, Marketing Operations at CHEQ. (00:00) - Intro (01:10) - In This Episode (03:47) - Demystifying Go-to-Market Security (06:14) - The Fake Traffic Surge (08:14) - How the Dead Internet Theory Connects to Bot Traffic Growth (12:31) - How to Detect Bot Traffic Through Behavioral Patterns (16:13) - How Go To Market Teams Reduce Fake Traffic And Lead Pollution (30:03) - Preventing Fake Leads From Reaching Sales (34:17) - How to Calculate Revenue Impact of Fake Traffic (38:09) - How to Report Marketing Performance When Bot Traffic Skews Metrics (43:58) - Trust Erosion From Fake Traffic (49:49) - How Marketing Ops Should Adapt Systems for Machine Customers (53:59) - Funnel Audits With Security Teams to Reduce Bot Traffic (57:47) - Detachment as a Career Survival Skill Summary: Distinguishing fake traffic from real machine customers starts where metrics break down. Jordan shows how AI-driven bots now scroll, click, submit forms, and pass validation while quietly filling dashboards with activity that never turns into revenue. The tell is behavioral texture. Sessions move too fast. Paths skip learning. Engagement appears without intent. Real machine customers behave with rhythm and purpose, returning, evaluating, integrating. Teams that recognize the difference lock down the conversion point, block synthetic demand before it reaches core systems, keep sales calendars clean, and only report once traffic has earned trust. About Jordan Jordan Resnick is Senior Director of Marketing Operations at CHEQ, where he leads the systems, data, and workflows that support go-to-market security across a global customer base. His work sits at the intersection of marketing operations, revenue opera…

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