Since I started my career in B2B marketing—nearly twenty years ago—I’ve seen this industry fundamentally change what it does and how it does it. In this article I want to explore some of these changes and show how they’ve redefined the role of today’s marketer.
But first, let’s remind ourselves how things used to work…
Before I got into marketing, I worked as an auditor in a Big Four accountancy firm. A few months in, I knew it wasn’t for me. I wanted to be creating something rather than checking what other people had done.
Then something amazing happened. I was asked to work on a marketing project. My first thought was… wait, we have a marketing department? That sounds like fun! And right away I realized I’d found my home.
Back then, B2B marketing was mostly seen as a creative endeavor. Metrics and KPIs were general at best, nonexistent at worst. You only really had data on things like who attended an event, how many contacts received direct mail, and so on.
Source: Joseph Taiano, Pulse