Written as clients came off three years of unmatched focus on marketing technology adoption, this essay argued the pendulum was swinging back: with the components in place, lead generation returns as the number one focus — and the biggest change in lead generation since the marketing automation platform was coming with it.
Getting off the technology treadmill left gaps to close first: strategic understanding to apply the technology, new logistics and workflows, and the creative skills to build the initiatives. The trends it flagged — always-on content strategy as the foundation for multi-stage funnel development, more strategic automation planning and segmentation, and analytics as a roadmap beyond stock dashboard reporting — read today as the agenda most B2B teams are still working.
