Paul Worthington: Why Is B2B Marketing So Bad And What To Do About It - Part 2

CMO Confidential

A CMO Confidential Interview with Paul Worthington, Founder and President of Invencion and former Head of Strategy at Wolff Olins. Paul discusses the “Weaponization of the Wanamaker Paradox” and how the digital revolution reduced marketing to a “little numbers game” in which the “I just don’t know which 50% of my spending is wasted” resulted in an efficiency doom loop which stunts growth. Key topics include the fact that digital channels are now mature, how companies focus on the symptoms versus the cause, why “what gets measured gets manipulated and what is hard to measure gets ignored”, and why many B2B businesses are vulnerable due to chronic marketing underfunding. Listen in to hear about how the explosion of marketing tech solutions has contributed to the decline of strategy.

00:00 Introduction to CMO Confidential

00:38 Meet the Guest: Paul Worthington

00:43 The State of B2B Marketing

02:24 Impact of the Pandemic on B2B Marketing

04:03 The Future of B2B Marketing: Interest Rates, Geopolitics, and AI

05:56 Understanding the Wanamaker Paradox

09:14 The Importance of Top of the Funnel Marketing

09:41 The Role of Technology in Marketing

17:02 The Competitive Weakness in B2B Marketing

25:52 The Role of CEOs and CFOs in Marketing

28:14 Final Thoughts and Advice for B2B Marketers

30:43 Conclusion and Preview of Upcoming Episodes

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