The Ultimate Guide To Improve Your B2B Marketing

The Misguided Pursuit of Efficiency in Marketing

In today’s world of fast-paced digital marketing, there's a common but misguided tendency to chase after shortcuts and fast solutions, hoping to replicate the organic growth of a brand in a clinical, tech-driven manner. The problem with this is that the essence of organic brand development—built on time, effort, creativity, and sincere connections—is often lost in the race for automation.

The Fallacy of "Accelerating Touchpoints"

Take the often-repeated mantra: "It takes an average of 200 touchpoints before someone buys."

It's a neat metric, isn't it? But let’s pause for a moment and really think about what this means. Does the quantity of touchpoints matter more than the quality of the interactions and the timing of those touches? In an effort to speed up the sales funnel, many marketers resort to bombarding prospects with content, thinking that the sheer volume of interactions will drive conversions. However, this misses the point: it’s not about the number of touchpoints—it’s about how well those touches are contextualized, relevant, and paced with a buyer’s natural journey. Rapid-fire marketing doesn’t create trust or rapport; it often overwhelms and exhausts.

The Illusion of "Personalized" Experiences

Next, consider the belief that "buyers demand personalized experiences now." While personalization is crucial, it’s often misused. Instead of taking the time to understand the nuances of individual customer journeys, brands often resort to invasive tactics that feel more like digital stalking than meaningful engagement. The tools and strategies they employ might technically offer personalization, but they fail to respect a buyer’s autonomy and privacy. Instead of developing thoughtful, personalized experiences, brands are often just chasing after shallow data points to "enhance" the customer journey—sacrificing sincerity for efficiency.

The Devaluation of Trust

Another phrase that gets thrown around is: "Buyers choose brands they trust."

It’s true. But what does trust actually look like in marketing? Trust isn’t earned through quick-fix methods like purchasing fake testimonials or promoting shallow thought leadership pieces just to tick the "authority" box. Trust is earned over time, through consistent delivery of value, transparency, and the gradual development of a reputation. It's a journey, not a checkbox. The marketing equivalent of shortcutting this process is creating a "social proof puppy mill" where brands race to gather fake badges, reviews, and accolades. This doesn’t build trust; it builds cynicism.

Marketing as an Automated Process

In the world of automated marketing, technology has taken the place of meaningful audience understanding. We’ve outsourced the thinking and strategy to data vendors and tech companies, expecting their tools and insights to deliver results—faster and more efficiently than ever before. But when these methods fail, marketers don't stop to question whether the approach itself is flawed. Instead, they assume they simply need better tools or data to fix the outcome. This is akin to treating marketing as an industrial process, focusing on the numbers rather than the people.

The Real Solution

So, what's the alternative?

The solution doesn’t lie in the acceleration of tactics or the over-reliance on technology. It starts with understanding your audience—genuinely and deeply. Successful marketing requires empathy and a clear grasp of the audience’s needs, pain points, and aspirations. It requires the hard work of developing meaningful solutions and communicating them in ways that resonate.

Great marketing is rooted in a holistic strategy—one that aligns your product, price, place, and promotion (the 4Ps) to create a consistent, valuable, and relevant experience for your customers. This approach isn’t automated or mechanical; it’s human. It’s about building relationships, not just making conversions.

And it’s important to remember that marketing is a profession. It’s not about a set of tools or a specific number of touchpoints. It's about applying expertise, creativity, and strategic thinking to solve real problems. It’s about doing the hard work and creating something memorable, distinctive, and valuable.

So, rather than chasing the latest tech tool or shortcut, let’s focus on the real value: understanding our audiences, being patient, and taking the time to craft messages and experiences that truly connect.

In the end, great marketing is not about speed. It’s about sincerity. And that’s what will ultimately lead to long-term success.

The Fallacy of Working Backward from Success

One of the most damaging misconceptions in marketing today is the idea that success can be replicated by simply working backward. The belief that bombarding people with endless marketing touchpoints to hit a target number—200, for example—will magically lead to a sale is not just misguided, it’s downright counterproductive.

The Illusion of "200 Touchpoints"

The logic here is simple: "If it takes an average of 200 touchpoints for a person to make a purchase, then let’s just focus on hitting that number as quickly as possible." This approach ignores the most fundamental principle of human behavior: marketing isn’t about quantity for the sake of quantity.

Think about it: success doesn’t happen just because we hit an arbitrary number of interactions. It happens when those interactions are meaningful, when they are timed right, and when they align with the natural progression of a buyer’s journey. Bombarding someone with irrelevant content in the hopes of speeding up their decision-making is the marketing equivalent of trying to fill a swimming pool with a fire hose—it’s inefficient and overwhelming.

The Ice Cream Metaphor

Imagine trying to save someone from drowning by offering them less ice cream on a hot summer day. It sounds absurd, doesn’t it? And yet, this is essentially what marketers do when they focus on reaching an arbitrary number of touchpoints. They’re not solving the problem—they’re simply working from a flawed assumption that more “effort” (touchpoints) will equate to a desired outcome.

The goal isn’t to throw more at the audience, it’s to understand the situation and deliver the right message at the right time. If you want to increase conversions, start by addressing the true needs and pain points of your audience, not by obsessing over arbitrary numbers and statistics.

Forward Causation, Not Backward Correlation

The biggest mistake marketers make when working backward from success is assuming that past successes are the blueprint for future results. Backward correlation—looking at what’s worked in the past and trying to repeat it—is a weak method of forecasting success. You’re not accounting for the evolving preferences of your audience or the changing dynamics of your market.

To truly understand what works, you need to focus on forward causation: what will cause the next successful outcome? This means taking the time to analyze current trends, real-time consumer behavior, and the context surrounding each decision-making stage. It’s about crafting experiences that are not just repetitive but thoughtfully designed to guide customers along their journey.

Marketing Needs Strategy, Not Speed

It’s time to stop chasing after numbers and start focusing on strategy. Success in marketing comes from offering real value to your audience, not by inflating metrics to achieve a goal that doesn’t account for human behavior. It’s not about fast interactions or forced touchpoints—it’s about building trust, offering relevance, and knowing when to step back and let your customer make the decision.

Marketing that works isn’t a race to the finish line. It’s a steady, thoughtful process that creates lasting relationships and provides real value to those you seek to engage. Forget the 200 touchpoints. Focus on meaningful, context-driven interactions that move people closer to a decision on their own terms.

That’s how you build lasting success—not by working backward from it.