Open Market 10 Adtech CEO Misconceptions About Marketing
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Sep 24, 2025 Discover the ten misconceptions many adtech CEOs have about marketing. Explore the importance of hiring strategic marketers who can drive revenue and position companies effectively. Learn why a dashboard-only mindset can overlook crucial impactful tactics. Joe highlights the need to measure attention and pipeline rather than just metrics and cautions against the misconception that events alone drive success. He emphasizes building an audience from day one and maintaining consistent communication for lasting trust and visibility.
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Marketing As Strategic Input
- Marketing must be an input to product and strategy, not just an output at the end of the process.
- Hire senior marketers who can hold CEO-level strategic conversations about industry position and narrative.
Hire Marketers Who Advise CEOs
- Ask senior marketer candidates to explain their take on your company and industry before hiring them.
- Hold high-level marketers accountable to provide strategic recommendations, not tactical buzzword answers.
Dashboards Don't Capture Reputation Value
- Not all valuable marketing is measurable in HubSpot or dashboards.
- Reputation, industry discourse, and influencer attention drive B2B ad tech outcomes and can be fuzzy to quantify.