Why brand creation is more important for B2B marketing than lead generation

B2B marketing seems and claims to be more science than art, with an excessive emphasis on measurement and attribution. Everyone likes to think that science explains things. Boards, executives, and investors anticipate marketing growth to be quantifiable, steady, and forecast. However, it is a fact that marketing is not a precise science. Playbooks are not entirely transferrable between firms, and experiments are not reproducible. Although leading indicators and benchmarks aid in our decision-making, each organization, category, and audience has particular elements that might alter results.

The habits that have resulted from this measurement fixation are more worrisome. Believing that B2B digital marketing is not the same as traditional marketing causes us to operate against the principles of marketing.