In Toolbox Marketing, Daniel Raskin writes on why the lead-based and account-based marketing approaches are defective at their core and prevent marketing teams from quantifying their value
The advent of marketing automation was a “Big Bang” moment for B2B marketing. It empowered marketing leaders to shift from “gut-based marketing” to “metric-driven marketing,” leading to the development of marketing science, where marketers try to use scientific methods to measure their impact and convey quantifiable results to the rest of the business. Yet while marketing automation technologies have succeeded in helping marketers to become effective at generating and converting leads, the resulting marketing strategies built on this success are fatally flawed...
