{"id":6417,"date":"2024-02-08T19:53:04","date_gmt":"2024-02-08T19:53:04","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/did-martech-break-b2b-marketing\/"},"modified":"2024-02-08T19:53:04","modified_gmt":"2024-02-08T19:53:04","slug":"did-martech-break-b2b-marketing","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/en\/did-martech-break-b2b-marketing\/","title":{"rendered":"Did martech break B2B marketing?"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>The birth of marketing technology brought so much potential to the marketing department.<\/p>\n<p>It was the early aughts.\u00a0The Internet was booming\u2026The cloud was clouding\u2026 Adobe and Salesforce were innovating. And martech was about to turn the world on its head.<\/p>\n<p><!-- \/1038259\/MT_Post-text --><\/p>\n<p>I was a young, freshly minted MBA with a background in computer science, and a two-year stint doing software marketing at IBM. I\u2019d just been hired by Red Hat, an upstart open-source company with a lot of momentum.<\/p>\n<p>\u201cHey kid,\u201d they said. \u201cWe just signed up for this Eloqua thing. We need you to set it up, and figure out how we use it.\u201d We were one of Eloqua\u2019s first customers and that\u2019s where my adventure with marketing automation began.<\/p>\n<p>We were doing it all back then, with very little playbook guidance:<\/p>\n<ul>\n<li>Lead magnets.<\/li>\n<li>Lead capture forms.<\/li>\n<li>Lead scoring.<\/li>\n<li>Lead ranking.<\/li>\n<li>Lead routing.<\/li>\n<li>Lead nurturing.<\/li>\n<li>Tracking prospect\u00a0activity on our website.\u00a0<\/li>\n<\/ul>\n<p>It was empowering. Plus, marketing was getting some extra respect in board meetings.<\/p>\n<p>SiriusDecisions, the analyst firm now part of Forrester, had entered the conversation, pioneering the marketing funnel that became a staple of B2B marketing for the next 15 years.<\/p>\n<ul>\n<li>MQLs (Marketing Qualified Leads).<\/li>\n<li>SQLs (Sales\u00a0 Qualified Leads).<\/li>\n<li>SALs (Sales Accepted Leads).<\/li>\n<\/ul>\n<p>Marketing\/sales alignment was never better. Promotions were earned.\u00a0Bonuses were claimed.\u00a0 Lead generation was at an all-time high. New sub-niches cropped up in the marketing discipline, around the ecosystems of marketing automation tools like Eloqua, Marketo and eventually HubSpot.<\/p>\n<p>For a while, all was well in B2B marketing. But things slowly started to change.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-a-marketing-automation-timeline\">A Marketing Automation Timeline<\/h3>\n<figure class=\"wp-block-image\"><img decoding=\"async\" alt=\"R1fB HsyynFFqRVM6agldtnTBE4HUP9OjpFY5bmneLQMDESNP1NBeQpkuPtZCswEBBZc9QDiIYBq0zcEu9yav7LxRgiAHsqHmpV K9x Svf NlS1KOPp12Gv3OECJUwrZxAQLgp3TNt6efFwUfQsBGI\" src=\"https:\/\/lh7-us.googleusercontent.com\/R1fB_HsyynFFqRVM6agldtnTBE4HUP9OjpFY5bmneLQMDESNP1NBeQpkuPtZCswEBBZc9QDiIYBq0zcEu9yav7LxRgiAHsqHmpV-k9x-Svf-NlS1KOPp12Gv3OECJUwrZxAQLgp3TNt6efFwUfQsBGI\"\/><img decoding=\"async\" src=\"https:\/\/lh7-us.googleusercontent.com\/R1fB_HsyynFFqRVM6agldtnTBE4HUP9OjpFY5bmneLQMDESNP1NBeQpkuPtZCswEBBZc9QDiIYBq0zcEu9yav7LxRgiAHsqHmpV-k9x-Svf-NlS1KOPp12Gv3OECJUwrZxAQLgp3TNt6efFwUfQsBGI\" alt=\"R1fB HsyynFFqRVM6agldtnTBE4HUP9OjpFY5bmneLQMDESNP1NBeQpkuPtZCswEBBZc9QDiIYBq0zcEu9yav7LxRgiAHsqHmpV K9x Svf NlS1KOPp12Gv3OECJUwrZxAQLgp3TNt6efFwUfQsBGI\"\/><\/figure>\n<h3 class=\"wp-block-heading\" id=\"h-water-flows-but-grease-corrodes\">Water flows. But grease corrodes<\/h3>\n<p>Was it enough to build the pipes and turn a blind eye to what we put in them? We built the pipes to facilitate efficient pipeline generation. We reveled in the speed and scale our pipes allowed. But management started asking us for more. \u201cGo faster. Drive more. Volume, volume, volume.\u201d<\/p>\n<figure class=\"wp-block-image\"><img decoding=\"async\" alt=\"KmWy8Ds2Hb3JNCx4vWHcQ4 Zn Dv1x2C3xDQLBTLzQckclnnm X6D7fDIZDSQzZ6lT0xFAlqzuM RIEI40WS OQLXhaFYdi4wL8H2KOd UH2xFHhXqSH RXcvcql6wkRNZjLWh6P9kbn8KVMthnh8Q0\" src=\"https:\/\/lh7-us.googleusercontent.com\/KmWy8Ds2Hb3JNCx4vWHcQ4_zn-Dv1x2C3xDQLBTLzQckclnnm_X6D7fDIZDSQzZ6lT0xFAlqzuM-RIEI40WS_OQLXhaFYdi4wL8H2KOd_UH2xFHhXqSH_rXcvcql6wkRNZjLWh6P9kbn8KVMthnh8Q0\"\/><img decoding=\"async\" src=\"https:\/\/lh7-us.googleusercontent.com\/KmWy8Ds2Hb3JNCx4vWHcQ4_zn-Dv1x2C3xDQLBTLzQckclnnm_X6D7fDIZDSQzZ6lT0xFAlqzuM-RIEI40WS_OQLXhaFYdi4wL8H2KOd_UH2xFHhXqSH_rXcvcql6wkRNZjLWh6P9kbn8KVMthnh8Q0\" alt=\"KmWy8Ds2Hb3JNCx4vWHcQ4 Zn Dv1x2C3xDQLBTLzQckclnnm X6D7fDIZDSQzZ6lT0xFAlqzuM RIEI40WS OQLXhaFYdi4wL8H2KOd UH2xFHhXqSH RXcvcql6wkRNZjLWh6P9kbn8KVMthnh8Q0\"\/><\/figure>\n<p>Martech promised:<\/p>\n<ul>\n<li>Scale. Persuasion at scale. Selling at scale.\u00a0<\/li>\n<li>Speed.\u00a0<\/li>\n<li>Efficiency.<\/li>\n<li>Attribution (track everything).<\/li>\n<\/ul>\n<p>Then came disillusionment.<\/p>\n<p>Prospects became disillusioned by the bait and switch of giving up an email address for ransom, only to be nurture-emailed into oblivion.<\/p>\n<p>Sales became disillusioned at the bait-and-switch of marketing hitting their lead quote up for the month, while sales struggled to reach their pipeline and closed-won because most of the leads had no buying intent.<\/p>\n<p>Marketers became disillusioned as the higher-ups shifted the goal post quarter after quarter, demanding more efficiency, more leads, and more volume across the board \u2014 even though marketing is not magic, and we were never able to manufacture demand out of thin air.<\/p>\n<p>CFOs, CEOs, and investors became disillusioned as the promise of marketing automation, along with sales forecasting models like Predictable Revenue<em> <\/em>(popularized by Salesforce\u2019s Aaron Ross), made the promise of coin-operated demand generation \u2014 a promise that marketing teams ultimately could not fulfill. <\/p>\n<h3 class=\"wp-block-heading\" id=\"h-the-shift\">The shift<\/h3>\n<p>In 2024, marketing and martech professionals are at a crossroads. We\u2019re being asked to do and deliver more with less. We\u2019re being asked to not only increase efficiency, which we\u2019ve been doing for over a decade, but now also effectiveness.\u00a0 Not just \u201cmore leads,\u201d but now \u201cmore leads with real buying intent.\u201d<\/p>\n<p>The problem is that technology alone was never going to deliver us effectiveness. This is where artificial intelligence comes in.<\/p>\n<p>For the past year now, just about every SaaS vendor has started to tout the AI at the heart of their system, even if it\u2019s sometimes smoke and mirrors. But in 2024, there are legitimately AI technologies that are very exciting indeed. Are we as markers about to repeat the same mistakes?<\/p>\n<p>Marketing automation brought us innovation and efficiency at an exponential level 18 years ago. AI is guaranteeing to do that again now.\u00a0Is that enough? It\u2019s called marketing technology for a reason: The marketing comes first, the technology supports it. We are at the risk of allowing AI-driven technology to lead and turning the keys over for it to do the marketing for us.<\/p>\n<p>We are at crossroads: and we need to decide: Are we markers or technologists? Technology will forever be part of our jobs. We just have to decide whether we serve the technology or the customer.<\/p>\n<p><strong><em>Dig deeper: <a rel=\"nofollow\" href=\"https:\/\/martech.org\/jay-mandel-looking-forward-with-ai\/\">Jay Mandel \u2014 Looking foward with AI<\/a><\/em><\/strong><\/p>\n<h3 class=\"wp-block-heading\" id=\"h-drive-efficiency-for-the-5\">Drive efficiency for the 5%<\/h3>\n<p>We desperately need martech for the 5% of buyers already in-market. We need to reduce friction and accelerate the buyer\u2019s journey. We need to get them the information they need as efficiently as possible.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-find-effectiveness-for-the-95\">Find Effectiveness for the 95%<\/h3>\n<p>We need a much better answer for engaging with the 95% of our future buyers, who are not yet in-market.<\/p>\n<figure class=\"wp-block-image\"><img decoding=\"async\" alt=\"PNWVLjg0ApSvGchHxBfY1surPLGQb2tuxATWapNsiuOOvmyeMm0TYpNusMcTK GiCn9Ej3yweqY3FKTufan8eFQgzg0YmetenlPGioyVKpIcf9xP7I TJvunlzx5z7iyzw4eJpGrpnHtx8cY686gU9Y\" src=\"https:\/\/lh7-us.googleusercontent.com\/PNWVLjg0ApSvGchHxBfY1surPLGQb2tuxATWapNsiuOOvmyeMm0TYpNusMcTK_giCn9Ej3yweqY3FKTufan8eFQgzg0YmetenlPGioyVKpIcf9xP7I_TJvunlzx5z7iyzw4eJpGrpnHtx8cY686gU9Y\"\/><img decoding=\"async\" src=\"https:\/\/lh7-us.googleusercontent.com\/PNWVLjg0ApSvGchHxBfY1surPLGQb2tuxATWapNsiuOOvmyeMm0TYpNusMcTK_giCn9Ej3yweqY3FKTufan8eFQgzg0YmetenlPGioyVKpIcf9xP7I_TJvunlzx5z7iyzw4eJpGrpnHtx8cY686gU9Y\" alt=\"PNWVLjg0ApSvGchHxBfY1surPLGQb2tuxATWapNsiuOOvmyeMm0TYpNusMcTK GiCn9Ej3yweqY3FKTufan8eFQgzg0YmetenlPGioyVKpIcf9xP7I TJvunlzx5z7iyzw4eJpGrpnHtx8cY686gU9Y\"\/><\/figure>\n<p><em>(ICPs: Ideal customer profiles.)<\/em><\/p>\n<p>Email nurture and lead scoring aren\u2019t good enough.\u00a0It was in 2005 but not anymore.<\/p>\n<p>If you could redesign marketing technology from scratch what would it look like? How would you design marketing technology that serves the 5% of ideal prospects who are already in-market?\u00a0In a way that is prospect versus pipeline-centric? How would you design marketing technology that serves the 95% of ideal prospects who are not in-market today \u2014 and may not be for another year or so?\u00a0 In a way that is audience vs. sales-centric?<\/p>\n<p>We\u2019ll examine that in a future article.<\/p>\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile is-image-fill has-background\" style=\"background-color:#fef9f3;grid-template-columns:35% auto\">\n<figure class=\"wp-block-media-text__media\" style=\"background-image:url(https:\/\/martech.org\/wp-content\/uploads\/2024\/02\/salary-and-career-survey-art-600x600.png);background-position:50% 50%\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" fetchpriority=\"high\" decoding=\"async\" width=\"600\" height=\"600\" alt=\"Salary And Career Survey Art\" class=\"wp-image-389937 size-large\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2024\/02\/salary-and-career-survey-art-600x600.png.webp 600w,https:\/\/martech.org\/wp-content\/uploads\/2024\/02\/salary-and-career-survey-art-338x338.png.webp 338w,https:\/\/martech.org\/wp-content\/uploads\/2024\/02\/salary-and-career-survey-art-113x113.png.webp 113w,https:\/\/martech.org\/wp-content\/uploads\/2024\/02\/salary-and-career-survey-art-768x768.png.webp 768w,https:\/\/martech.org\/wp-content\/uploads\/2024\/02\/salary-and-career-survey-art-95x95.png.webp 95w,https:\/\/martech.org\/wp-content\/uploads\/2024\/02\/salary-and-career-survey-art.png.webp 1024w\" data-lazy-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2024\/02\/salary-and-career-survey-art-600x600.png.webp?resize=600%2C600&#038;ssl=1\"\/><img data-recalc-dims=\"1\" fetchpriority=\"high\" fetchpriority=\"high\" decoding=\"async\" width=\"600\" height=\"600\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2024\/02\/salary-and-career-survey-art-600x600.png.webp?resize=600%2C600&#038;ssl=1\" alt=\"Salary And Career Survey Art\" class=\"wp-image-389937 size-large\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2024\/02\/salary-and-career-survey-art-600x600.png.webp 600w,https:\/\/martech.org\/wp-content\/uploads\/2024\/02\/salary-and-career-survey-art-338x338.png.webp 338w,https:\/\/martech.org\/wp-content\/uploads\/2024\/02\/salary-and-career-survey-art-113x113.png.webp 113w,https:\/\/martech.org\/wp-content\/uploads\/2024\/02\/salary-and-career-survey-art-768x768.png.webp 768w,https:\/\/martech.org\/wp-content\/uploads\/2024\/02\/salary-and-career-survey-art-95x95.png.webp 95w,https:\/\/martech.org\/wp-content\/uploads\/2024\/02\/salary-and-career-survey-art.png.webp 1024w\" sizes=\"(max-width: 600px) 100vw, 600px\"\/><\/figure>\n<div class=\"wp-block-media-text__content\">\n<h3 class=\"wp-block-heading\" id=\"h-take-the-martech-salary-and-career-survey\">Take the MarTech Salary and Career Survey <\/h3>\n<p>From AI to layoffs, it\u2019s been quite a year. How has it been for you? Please take our short survey so we can tell you the state of martech salaries and careers.<\/p>\n<\/div>\n<\/div>\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center justify-content-center nl-inline-container\">\n<div class=\"col-12 col-lg-3 col-xl-auto pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get MarTech! Daily. Free. In your inbox.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><!-- END INLINE FORM -->\n<\/div>\n<p><em>Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed <a rel=\"nofollow\" href=\"https:\/\/martech.org\/staff\/\">here<\/a>.<\/em><\/p>\n<p><br \/>\n<br \/><a href=\"https:\/\/martech.org\/did-martech-break-b2b-marketing\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The birth of marketing technology brought so much potential to the marketing department. It was the early aughts.\u00a0The Internet was booming\u2026The cloud was clouding\u2026 Adobe and Salesforce were innovating. And martech was about to turn the world on its head. I was a young, freshly minted MBA with a background in computer science, and a [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":6418,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-6417","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.8 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Did martech break B2B marketing? - OK Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/okdesign.ca\/en\/did-martech-break-b2b-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Did martech break B2B marketing?\" \/>\n<meta property=\"og:description\" content=\"The birth of marketing technology brought so much potential to the marketing department. 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It was the early aughts.\u00a0The Internet was booming\u2026The cloud was clouding\u2026 Adobe and Salesforce were innovating. And martech was about to turn the world on its head. 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