We’ve Made B2B Marketing Way Too F#%king Hard

 

Marketing, what the hell happened to you? I remember way back in my day, our stack consisted of WordPress, Marketo and Google Analytics. That’s the way it was and we liked it! Go to any marketing conference today, and you’ll hear a “marketing technologist” tell a room full of other martech worshipers how they built this…

appollo main control panel

courtesy of: NASA

Just f#%king with you! They actually built this…

canadianlawfirm_marketing_tech_stack_chiefmartech.comcourtesy of: chiefmartech.com

I shit you not.

“Life is really simple, but we insist on making it complicated.”  ― Confucius

What have we bought ourselves into? Martech, adtech, salestech. Way too much damn tech! Hyper-educated customers. More decision makers. Longer and longer sales cycles. Yes, the Buyer’s Path to purchase has become much more complex, but the solution is not found in some Kafkaesque AI powered, fully scalable, personalized, multi-channel, authentic engagement platform.

The answers to your diminishing demand-gen return problems aren’t found in the latest and greatest Swiss Army Platform. Remember the old three legged table: People, Processes and Technology. Funny how technology is listed last

“Give me six hours to chop down a tree and I will spend the first four sharpening the axe.” – Abraham Lincoln

A marketer’s job is to make an impression, not deliver one.

J.Robert Slaughter is a senior marketing and sales executive (CMO, CGO, CRO) focused on delivering revenue and proving the value and business impact of marketing spend. Enablement practitioner assisting high growth technology companies plan, execute and scale revenue growth programs, frameworks, and teams. B2B strategist with numerous articles published regarding account-based marketing, content marketing, customer experience, data driven engagement, demand generation, and additional business impact strategies.

 

 

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