There is a famous scene in the movie Spinal Tap, where fictional heavy metal guitarist Nigel Tufnel explains that his custom-made amplifiers go up to 11. The interviewer asks why he didn’t just go with the standard 10 as the highest level and Nigel answers, “Well 11 is higher. Isn’t it”? Today’s business-to-business digital media market is going through it’s Spinal Tap moment.
In a recent post for Business.com I tackled marketing complexity. In this post I want to expose the age old problem of “marketing waste”. We know that online has become the dominant platform for business people to acquire knowledge, products and services. However, a quick audit of various B2B ad networks, marketing automation companies and lead generation suppliers reflect numbers that simply don’t add up however.