Folloze reposted this
For every complex problem there is an answer that is clear, simple, and wrong. — some guy who doesn't deserve credit for a spot-on idea.
I’ve been in B2B marketing most of my adult life. I’m deeply invested in this world. I want it to be a great place for all of us to earn our livings. And, we've come a long way already. But they still come for our budgets first, so there’s still a lot of room for improvement in how marketing is perceived. While it’s been a blast talking to you all about our research over the past 12 months, the next 12 are even more exciting to me. Here's why: Marketers: What you do, including the brand and reputation marketing you love, is waaaay more important than many of us thought. And that is becoming more and more clear every day. Buyers know most of their options from day one of their journeys, they buy from that day one short list most of the time, and they decide which vendor they want to buy from before talking to sellers more than 80% of the time. What you do is ABSOLUTELY CRITICAL. Do not let your work be devalued by lead-based measures. It is nonsense and results in misinformation about your contribution. TAKE OUR RESEARCH AND DEFEND YOUR TURF. Learning that seemingly familiar processes really work differently than we'd thought is exhilarating, but once we've taken that reality on board, there's usually some serious change that has to take place. That's where we are. But the tools and data are not holding us back from effecting that change. It's down to culture and process. It is there to be done. Stay tuned. We are going to be writing and talking a lot about that. And I'll be pointing to other great sources for help in this battle, as well. In the meantime, read the report(s)! https://lnkd.in/gyYupeUK @6sense @saraboostani