B2B technology decisions continue to get harder, and the stakes continue to get higher. As the number of marketing technology solutions proliferate, the complexity of the B2B marketing role also continues to grow.
And for an increasing number of B2B companies we see in the wild today, that’s translating into a lack of confidence, or outright abandonment, of strategy.
Gone are the days of running some air cover ads and letting sales own the majority (if not the entirety) of the buying process.
Gone are the days (if they ever existed) of running random acts of marketing to generate form fills and calling it a day.
Gone are the days of treating every lead as a silo, every marketing channel as a silo.
Marketers everywhere are grappling with the sheer complexity of their role and charter. And in the face of that complexity, they’re relying far too heavily on technology to solve the problem and