Is B2B Marketing Broken?

Automation on Trial as Marketers Rethink Strategies

For years, a core tenet of B2B marketing has been the generation of Marketing Qualified Leads (MQLs) through performance marketing tactics. This data-driven strategy, reliant on marketing automation, allowed for easy measurement of lead flow and pipeline prediction. However, a potential downside to this efficiency-focused approach is the creation of content overload. Marketers ended up bombarding prospects with content by prioritizing lead acquisition, regardless of their purchase readiness.

Many marketing professionals are questioning the over-reliance on marketing automation and tactics built upon it. Additionally, a debate has emerged regarding the balance between brand marketing and performance marketing efforts. Furthermore, the effectiveness of intent data in accurately identifying buyers in the buying cycle is being re-examined.

Join MarTech Editorial Director Mike Pastore and MarTech contributors Liam Maroney and Jay Mandel for a conversation about the state of B2B marketing and whether it’s time to re-think the model in favor of something different.