Most B2B marketers in tech are marketers in name only. They're really just tool operators. That's according to Liam Moroney, founder of Storybook Marketing, who believes the industry has lost sight of fundamental marketing principles.
This week, Elena, Angela, and Rob are joined by Liam to discuss the false dichotomies plaguing marketing effectiveness. From brand versus performance to long-term versus short-term thinking, these binaries are actively harming growth. Liam shares his journey from demand gen tool operator to brand advocate and how to make brand measurement more tangible for skeptical executives.
Topics covered:
- [04:00] Crisis of confidence in the demand gen mindset
- [11:00] How the B2B tech industry avoids the word "brand" entirely
- [15:00] The problem with demand generation as a concept
- [19:00] Making brand marketing tangible through operational metrics
- [23:00] Share of search as an accessible brand measurement tool
- [29:00] Why B2B advertising looks so generic and how it's changing
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Resources:
2020 Tom Roach Article: https://thetomroach.com/2020/11/15/the-wrong-and-the-short-of-it/ Liam Moroney’s LinkedIn: https://www.linkedin.com/in/liammoroney/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
