‘Stop Building Marketing Platforms For Marketers’ – ‘Marketing Land’ Article
Jim Williams says, “As marketers, we have nearly 2,000 marketing technology products to choose from across 43 different categories. The staggering number of vendors available to us hasmore than doubled since last year. We can email, tweet, track, engage, predict, analyze, attribute, optimize and more. There is now a layer of technology (or even multiple technologies) between each and every interaction we have with the buyers we’re nurturing through the purchasing process.
Yet despite the proliferation of these technologies, the marketing stack is still largely disconnected from critical aspects of that process.
It serves marketers, not buyers. It treats people like leads, not human beings. It doesn’t know if someone is just downloading an e-book because they’re interested in the topic, or if they’re raising their hand because they’re ready to buy — it just processes them all the same“.
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