Marketecture: Get Smart. Fast. Episode 145: The current state of digital B2B with Scott Stedman of Imaginarium
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Oct 24, 2025 Scott Stedman, founder and CEO of The Imaginarium and a thought leader in B2B marketing, dives into the transformative landscape of digital marketing. He emphasizes the shift from traditional account-based marketing to modular systems that allow for greater flexibility and precision. Stedman highlights the increasing importance of distinctiveness over mere differentiation, the untapped potential of CTV and Reddit for B2B campaigns, and how AI is enhancing creativity rather than replacing it. Authentic leadership and original content are key themes in driving influence and engagement.
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Saturnalia: Poets Meet Marketers
- Scott ran Saturnalia, a hotel event that mixes poets and marketers into surprise cohorts.
- The event forbids repeat attendance so each gathering stays unique and unpredictable.
The Unbundling Of ABM
- ABM unlocked digital B2B by allowing precise audience identification and measurement.
- The current phase is “unbundled ABM,” where modular tools replace single monolithic platforms.
Measure Top Funnel By Account
- Always measure top-of-funnel content at the account level so sales and marketing share the same currency.
- Anchor programs in accounts to unify reporting and align with the buying committee.
