Cody Gillund, founder of Grounded Growth Studio, emphasizes the evolution of B2B tech marketing from traditional lead-generation methods to more targeted, influence-driven strategies. These new approaches prioritize long-term engagement and trust-building over immediate conversions, which is crucial given the complexity of B2B buying cycles. Many companies still use outdated models focused on vanity metrics, failing to drive real revenue. Gillund identifies key challenges such as prolonged buying cycles, perceptions of marketing as a cost rather than a revenue generator, and the dangers of content overload without delivering high-value, relevant insights.
The future of B2B tech marketing lies in strategic influence over surface-level visibility, focusing on personalized, insight-driven approaches.
The biggest challenges today include long buying cycles, viewing marketing as a cost center, and content overload without clear relevance.
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