🎛️ Why B2B marketing needs brand building more than lead gen

Plus, how to build trust and loyalty in retail with reception marketing [View in browser]() | [Share]() Feb 29, 2024 [Martech: Martech is Marketing]() I love B2B marketing, but darn B2B marketers have it hard. As [Liam Moroney writes today](), “Marketing is a long-term effort, but it has come to have short-term accountability.” The big ask is always how many leads can you generate right now? However, all this focus on lead gen means shorting demand generation — which is the source of leads. There is a solution, but it might be a tough sell with sales. If that is stressing you out, take a look at our [interview with contributor Scott Gillum](). Many Boomers and Xers like to mock Millennials for insisting on work-life balance. Not Scott. Watching Millennials at work and play inspired him to start a new kind of business. It’s one where putting your life first is what enables you to do great work. Constantine von HoffmanManaging Editor [Contentsquare 2024 Digital Experience]() B2B marketing [Why B2B marketing needs brand building more than lead gen]() [marketing-science]() The B2B obsession with lead gen metrics contradicts marketing fundamentals and prevents awareness from developing into active demand. Spotlight interviews [Scott Gillum: Spotlight on the expert]() [spotlight_expert_f2]() When he was a kid, Scott Gillum dreamt of running a business. He made his dream come true with a company focused on work/life balance. Content marketing [How to build trust and loyalty in retail with reception marketing]() [retail-detective]() Here's how retail brands can connect with consumers by delivering valuable content whenever and wherever they need it. Marketing artificial intelligence (AI) [How to protect against and benefit from generative AI hallucinations]() [Optimove - Protect from Generative AI Hallucination]() As AI takes center stage in marketing, it is subject to machine error – ironically, only humans can check fallibility. Best practices [The 5 best practices of leading marketing teams]() [The-5-best-practices-of-leading-marketing-teams]() These days, everyone is talking about marketing automation. But what do the best of the best B2B marketing teams do differently? Adobe asked them. Identity resolution [TransUnion announces data clean room partnership with Snowflake]() [identity-resolution-mir-cover]() Users will be able to access TruAudience identity-related data directly within Snowflake's data clean room, Samooha. [mtc24_300x250_c3]() Marketing automation [Questions to ask marketing automation vendors during a demo]() [MAP-MIR-cover]() If you're considering buying or upgrading a marketing automation solution be sure to ask vendors theses questions. Customer experience [Navigating the digital experience landscape]() [Turn-shrinking-budgets-into-scaling-success]() Teams are under enormous pressure to fulfill rising expectations amidst intense competition and shrinking budgets. So, Adobe surveyed 928 professionals to learn their biggest pain points, priorities and tech needs. Content marketing [5 tips for balancing ‘push’ and ‘pull’ in content marketing]() [5-tips-for-balancing-push-and-pull-in-content-marketing]() Learn the difference between promoting engagement and pushing sales in your content and how to do them right. Free online event for marketers [Cutting-edge martech solutions are a click away]() [The-5-pillars-of-AI-operations-in-marketing]() Join Microsoft, Salesforce, Tealium, and other leading companies at the MarTech Conference, online March 19-20, for FREE. Together, you’ll discover technologies, solutions, and strategies that can help you deliver exceptional customer experiences in the age of AI No registration fee, no travel, no time out of the office. [See the agenda]() From Search Engine Land - [YouTube expands free editing app to 13 new markets]() - [Google faces $2.27 billion lawsuit by publishers over advertising practices]() - [Google Analytics 4 launches default Google Ads report]() - [4 SEO tips to elevate the user experience]() - [WalkerOS: A data collection alternative to gtag.js]() [mrtch.co/MTNewsletter]() Connect with us! [LinkedIn icon]() [Twitter icon]() [Facebook icon]() [Email icon]() [Martech: Martech is Marketing]() Reach the MarTech community. Learn about advertising/sponsorship [here](). This email was sent to {EMAIL}. [Unsubscribe.]() [We respect your privacy.]() This email was sent by MarTech - a Third Door Media, Inc. publication with headquarters at 88 Schoolhouse Road, PO Box 3103, Edgartown, MA 02539 [Manage my subscriptions.]() © 2006-2024 Third Door Media. All rights reserved. Safelist us. [To ensure delivery to your inbox, add us to your address book.]()