🎛️ How ROI took over B2B marketing

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Why so many agencies are scooping up data firms

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Apr 08, 2025

Fundamentals are important. Just ask the Duke men’s basketball team, which… OK, sorry. I won’t go there.

Just ask the UConn women’s basketball team, which won its 12th NCAA national championship over the weekend. Why am I picking that example? Because fundamentals are critical to sustained success.

Today in MarTech, contributor Ardath Albee calls for marketers to revive respect for marketing fundamentals in B2B, where the focus on ROI fails to match the reality of the buying experience and makes it hard for marketers to develop sustained success.

Also, we’re excited to see the community is using the ability to personalize certain content on the MarTech site. (Yes, we know it’s being used; no, we don’t collect the data, such as the job role you choose when customizing). Let us know how you like it.

Mike Pastore
Editorial Director

B2B marketing

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What they're saying

If you’ve studied marketing, you’ve been taught positioning means how customers perceive you compared to the competition. This is absolutely true. The problem is how we define competition.” – Zac Stucki in The competition you’re ignoring is costing you customers “ROI is the rallying cry of CEOs and CFOs. Executives demand we prove ROI for every marketing program, tactic and strategy a brand uses. However, the metric lacks meaning without a focus on the overall marketing effort.” – Ardath Albee in Why ROI is undermining B2B marketing effectiveness | MarTech