B2B technology decisions continue to get harder, and the stakes continue to get higher. As the number of marketing technology solutions proliferate, the complexity of the B2B marketing role also continues to grow.
And for an increasing number of B2B companies we see in the wild today, that’s translating into a lack of confidence, or outright abandonment, of strategy.
Gone are the days of running some air cover ads and letting sales own the majority (if not the entirety) of the buying process.
Gone are the days (if they ever existed) of running random acts of marketing to generate form fills and calling it a day.
Gone are the days of treating every lead as a silo, every marketing channel as a silo.
Marketers everywhere are grappling with the sheer complexity of their role and charter. And in the face of that complexity, they’re relying far too heavily on technology to solve the problem and deliver the results.
Today’s B2B technology is amazing, but it is not your strategy. Technology will never replace your strategy.
Technology is an implementer of your strategy. It takes good strategy and makes it repeatable, predictable and scalable.
Case in point:
Today’s complex buying journeys don’t move quickly. And yet we often want to test new technology for a very short period of time. If your buying process is 9-12 months, how is a 30 or 60-day test or “trial” of any software going to prove its effectiveness?
I don’t know of a single technology tool that will deliver results without strategy behind it. And yet B2B buyers every day are equating tools with strategy, marketing functions with technology decisions.
Commit first to the business outcomes marketing will embrace.
Commit next to the strategy that will achieve those outcomes.
Lastly, commit to the resources required to implement the strategy and achieve the outcome.
This approach might actually increase your reliance on technology to achieve results, but that investment will likely come with more confidence and clarity of purpose by committing to the strategy first.