B2B marketing is suffering from an effectiveness crisis, having chased efficiency gains for years. Effectiveness should be mastered and constantly invested in ahead of efficiency.
Indeed, marketers use AI for various tasks, but in the pursuit of technology and automation, the core essence of marketing shouldn't be overlooked. It's crucial to prioritize meeting marketing objectives alongside efficiency.
Marketing involves entering conversations in the audience's minds, understanding their needs, establishing trust, building relationships, and showcasing expertise. It's about solving urgent problems and creating brand preference, not just focusing on cost or proximity.
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