Soapbox: Martech is the diet pills of B2B

Stick with me here, diet pills sell on easy. Take the pills, lose the weight. It’s easy! Yet, nobody reads the fine print which states, “Results based on a sensible diet and exercise.”

Martech also sells on easy. Buy our software, ABM, demand gen, lead management, etc. Results will happen automagically! Yet nobody reads the fine print which says, “Results based on a sensible go to market strategy and implementation plan.”

The reality is the diet pill will work as a supplement to the hard work you are putting in, in the kitchen and gym.

Similarly, the martech will work as an enabler of the hard work you put into deeply understanding your customer.

Truth is, the reality of sustainable weight loss sucks! It’s hard, you have to really commit to change. Anyone who has gone through and not gone down the path of the yoyo, but sustained it over a long period of time knows is a complete mental shift. It takes time but is completely worth it.

Similar truth in marketing, sustainable revenue-generating marketing takes a full mental shift. A shift away from leads, opens, clicks and vanity metrics. A shift to intentionality with a focus on the customer, their success and how marketing can drive tangible business outcomes.