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Paul Worthington: Why Is B2B Marketing So Bad And What To Do About It - Part 2
Manage episode 401915087 series 3473432
A CMO Confidential Interview with Paul Worthington, Founder and President of Invencion and former Head of Strategy at Wolff Olins. Paul discusses the “Weaponization of the Wanamaker Paradox” and how the digital revolution reduced marketing to a “little numbers game” in which the “I just don’t know which 50% of my spending is wasted” resulted in an efficiency doom loop which stunts growth. Key topics include the fact that digital channels are now mature, how companies focus on the symptoms versus the cause, why “what gets measured gets manipulated and what is hard to measure gets ignored”, and why many B2B businesses are vulnerable due to chronic marketing underfunding. Listen in to hear about how the explosion of marketing tech solutions has contributed to the decline of strategy.
00:00 Introduction to CMO Confidential
00:38 Meet the Guest: Paul Worthington
00:43 The State of B2B Marketing
02:24 Impact of the Pandemic on B2B Marketing
04:03 The Future of B2B Marketing: Interest Rates, Geopolitics, and AI
05:56 Understanding the Wanamaker Paradox
09:14 The Importance of Top of the Funnel Marketing
09:41 The Role of Technology in Marketing
17:02 The Competitive Weakness in B2B Marketing
25:52 The Role of CEOs and CFOs in Marketing
28:14 Final Thoughts and Advice for B2B Marketers
30:43 Conclusion and Preview of Upcoming Episodes
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
84 에피소드
Manage episode 401915087 series 3473432
A CMO Confidential Interview with Paul Worthington, Founder and President of Invencion and former Head of Strategy at Wolff Olins. Paul discusses the “Weaponization of the Wanamaker Paradox” and how the digital revolution reduced marketing to a “little numbers game” in which the “I just don’t know which 50% of my spending is wasted” resulted in an efficiency doom loop which stunts growth. Key topics include the fact that digital channels are now mature, how companies focus on the symptoms versus the cause, why “what gets measured gets manipulated and what is hard to measure gets ignored”, and why many B2B businesses are vulnerable due to chronic marketing underfunding. Listen in to hear about how the explosion of marketing tech solutions has contributed to the decline of strategy.
00:00 Introduction to CMO Confidential
00:38 Meet the Guest: Paul Worthington
00:43 The State of B2B Marketing
02:24 Impact of the Pandemic on B2B Marketing
04:03 The Future of B2B Marketing: Interest Rates, Geopolitics, and AI
05:56 Understanding the Wanamaker Paradox
09:14 The Importance of Top of the Funnel Marketing
09:41 The Role of Technology in Marketing
17:02 The Competitive Weakness in B2B Marketing
25:52 The Role of CEOs and CFOs in Marketing
28:14 Final Thoughts and Advice for B2B Marketers
30:43 Conclusion and Preview of Upcoming Episodes
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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