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The Shift in B2B Marketing: Insights vs. Technology
B2B marketers are experiencing a notable shift in their needs as illustrated in Pipeline360's recent report that underscores a growing disconnect between available technology and the insights marketers truly value. While tech investments have dominated discussions in recent years, a February 2025 survey of 534 marketing professionals revealed a significant pivot. Respondents expressed frustration with their marketing technology stacks, indicating a preference for insights that can drive decisions rather than merely relying on sophisticated tools.
Understanding the Data: Insights That Matter
Pipeline360 CMO Matt Hummel highlights that marketers are tired of ineffective tech solutions. Only 27% of survey participants are willing to invest in new marketing operations this year, a sharp decline from 47% in the previous year. This signals a deeper issue: technology, while often promised as a panacea, frequently falls short of delivering practical value. For marketers, effective data analysis and meaningful insights from their tech stacks have become essential in navigating the challenges of today’s markets.
The Changing Metrics Landscape: What Should Matter
Another intriguing finding from the survey involves the changing nature of key performance indicators (KPIs) used by marketers. Previously, revenue generation led as the primary metric, but this year, it has taken a back seat to website traffic. With 43% using site visits as their lead metric, it reflects a growing focus on brand awareness. However, there is a concerning trend: fewer marketers are prioritizing marketing-qualified leads (MQLs), which dropped from 50% last year to just 29% this year. This could hinder nurturing efforts critical for converting leads down the line, especially as sales cycles grow longer.
Sales-Qualified Leads: A Key to Nurturing
Interestingly, high-performing marketers continue to value MQLs, showing that effective lead nurturing remains crucial. The survey shows that among high-achieving companies, 43% track both MQLs and sales-qualified leads (SQLs). This dual focus is vital in a landscape where 46% of respondents report experiencing extended sales cycles, with many observing increases of at least two months.
Practical Implications for Dealerships: Aligning Sales and Marketing
For dealership principals and general managers, these findings can signal the need for a recalibration of strategies to align marketing and sales more closely. Investing in a streamlined tech stack that also prioritizes insights development can yield substantial benefits. Training programs focusing on automotive operations could be enhanced with insights gained from understanding traffic patterns and engagement metrics, ultimately driving sales effectiveness.
Future Trends: What Lies Ahead for B2B Marketers?
Looking ahead, the trend of emphasizing insights over technology is likely to continue. Businesses willing to adapt their strategies and embrace a more integrated approach between marketing and sales will likely see improved performance. Moreover, as tech capabilities evolve, the potential for AI to assist in generating meaningful insights will become increasingly valuable, supporting marketers in navigating complex buyer journeys.
As the B2B marketing landscape shifts, dealerships must stay attuned to these trends and equip themselves with the insights needed to drive growth and align their strategies effectively.
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