The Revenue Marketing Report
What’s Next for B2B Marketers in 2024? | Revenue Marketing Report
Dec 29, 2023
Doug Bell, Fractional CMO at Chief Outsiders, shares his predictions for the future of marketing in 2024, including the impact of the MarTech landscape on SaaS organizations. The discussion also covers changing buyer preferences, the value of investing in marketing, the significance of data in B2B marketing, and the importance of being a truth teller as a CMO.
14:06
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Quick takeaways
- The Scott Brinker MarTech landscape is predicted to shrink for the first time in 2024, reflecting the changing dynamics and pressures facing SaaS organizations.
- Marketing cutbacks can have a temporary negative impact on customer acquisition costs and overall marketing performance, but marketing will recover in the long term as it becomes more codified as the leader of growth.
Deep dives
Prediction: Shrinking MarTech Landscape
In the podcast, Doug Bell predicts that the Scott Brinker MarTech landscape, which has been expanding for years, will actually shrink for the first time. With over 11,000 companies listed in the most recent version of the landscape, Doug believes that the industry will undergo a systemic failure that will lead to a smaller and more efficient market. He suggests that high-performing companies will survive while others will struggle. This prediction reflects the changing dynamics and pressures facing SaaS organizations, which are no longer encouraged to burn cash and must navigate the competitive landscape of SaaS with and without AI.
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