Marketing Effectiveness

Think “Close and Deep” to Maximize Growth – B2B Marketing Article

During the Cold War, U.S. Army leaders in Europe faced a disconcerting situation. Their mission was to defend NATO member nations in the event of an attack by the Soviet-led Warsaw Pact. The problem was, U.S./NATO ground forces were greatly outnumbered. During this period, Soviet army doctrine was to throw wave after wave of forces at defenders until they were overcome, and U.S. military leaders weren’t confident they could win that kind of war. To address this problem, the U.S.…

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Why It’s So Hard for Companies to Change – B2B Marketing Article

In 2013, Scott Brinker, Hubspot’s VP Platform Ecosystem, and the author of the widely-read Chief Marketing Technologist blog, published a post that introduced Martec’s Law. In essence, Martec’s Law states that technology changes at an exponential (very fast) rate, but organizations change at a logarithmic (much slower) rate. (See Scott’s graph below.) The rapid development of marketing technology is well documented. The 2014 edition of Scott’s marketing technology landscape supergraphic contained 947 technology providers. The 2019 edition of the supergraphic…

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