If you are sci-fi film buff, Charlton Heston’s desperate plea, “Soylent Green is people!” from the classic movie (it’s dark, overwrought and partially in fun) is something today’s marketers should note. Your return on investment is dependent on people because people are essential to the modern B2B marketing strategy that actually drives real ROI.
I’m launching this thread because of a combination of client observations, conversations I’ve been having with rising stars, developments in AI and recent announcements from certain tech companies regarding their own learnings about marketing’s impact on earnings and business health. It’s become clear to me that personnel challenges remain a basic, stubborn impediment still keeping many companies from making substantive, scalable marketing progress. There are two core elements at issue:
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Just as they have been with most things digital, B2C marketers are ahead of their B2B counterparts in adopting the latest social marketing trends. While our B2C friends have been leveraging social med...