Why Your B2B Marketing Isn’t Performing

By Chris Goetz, Senior Engagement Director at Heinz Marketing
This may sound familiar to you: “We’ve taken all the right steps to build out our B2B marketing platform, but it just isn’t performing like we thought it would. We need stronger results from our marketing investment.”
We hear this from clients all the time – it’s why they hire us! But often times the reason for a plateau in B2B results is that many organizations have jumped into demand generation, account-based marketing, and more modern-based B2B marketing methodologies without a sound strategy for integrating the core components of demand generation.
Oftentimes, marketing orgs make solid choices in marketing technology. They do their due diligence on target accounts and persona research. Maybe they even coordinate between marketing and sales! But the magic is not in the execution of these components in silos, but rather the integration of all of these core components into a