With all the new tools at our disposal and a wide variety of channels designed to reach prospects, you’d think B2B marketing would be easier than ever. But most marketers would agree the opposite is true. In fact, when I talk to CMOs, I hear that it feels harder than ever to create pipeline and achieve business goals, especially when budgets (and teams) are tight.
This difficulty stems from a fundamental problem: B2B marketers developed a playbook over the last 15 years, partly inspired by my own work at Marketo. Fast-forward to today, and we’re still relying on those same tactics — even though they are working less and less.