Open Market Attention, Adtech Hype, and Getting Denied a Raise with Eric and Joe
Feb 19, 2025
Eric and Joe dive into the art of capturing attention in B2B marketing, arguing it's as valuable as currency. They humorously reflect on personal experiences, including a time Joe was denied a raise, echoing the sentiment of missed opportunities. The conversation shifts to the evolving landscape of adtech, driven by AI and industry mergers. They also explore the impact of media silos on our understanding of the world, emphasizing the need for diverse perspectives in a fragmented media environment.
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The Primacy of Attention
- Attention is the foundation of all marketing success, and it must be earned first.
- B2B marketing struggles because it undervalues the quantity of attention before focusing on quality.
Quantity Before Quality of Attention
- In B2B marketing, the number of people paying attention usually matters more than scrutinizing the quality of attention.
- Organizations often obsess over quality when they haven't reached a critical mass of attention.
Maintain Narrative and Consistency
- Articulate a clear narrative that resonates with your specific audience to gain consistent attention.
- Maintain baseline content output to prevent your attention from dropping to near zero.