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How B2B Marketing Lost Its Way
B2B Marketing in the Machine Age | Series Opener
This is the first post in B2B Marketing in the Machine Age, a four-part series on the state and future of B2B marketing in the agentic AI era. This post sets the stage: the decisions, incentives, and technology bets that brought the function to where it stands today. Post 2 examines The Work: specifically why brand and positioning have become the most underdeveloped and most consequential capabilities in B2B marketing, and why agentic AI makes that gap more urgent, not less. Post 3 covers The Career. Post 4 covers The Org & Tech. Each post…
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