Mastering B2B marketing is getting more challenging. Customers’ expectations are rising, markets are more dynamic than ever, business seems to be continually in transformation mode, and the corner office and sales honchos are screaming for “leads” (translated = “opportunities”).
With so many moving, changing parts to think through, we B2B marketers often find ourselves in a constant dilemma, masking short-term pains rather than addressing mid- and long-term needs to scale our capabilities and make greater contributions to the business.
At Integrate, we find ourselves in this situation from time to time and we see it every day with the hundreds of B2B marketing teams we work with to automate and orchestrate their demand marketing efforts.
Until recently, the much more common approach had been fixing demand gen issues with a painkiller; that is to say, generating larger and larger volumes of leads.