#235: Why Your B2B marketing Measurement Is Broken and can A.I. help?

You know, there's a lot of AI hype about what you can and can't do.

Vendors tend to promise magical insights that will be surfaced.

They really often lack that tailored precision or reporting maturity that B2B teams need.

It's such a small TAM, it's such a small ICP, there's so little data.

How do you give it enough data for the AI to learn and for it to give you actual tailored advice?

Fortunately, we feel our 5Bs framework has stood up to the test of time so far, even in the age of AI.

And it's really about building a framework that helps, you know, once you're at a stage where you've got some data under your belt, where you've got some understanding of your dream customers.

Those flashy dashboards and now flashy AI dashboards haven't ever been the cure-all or the silver bullet that we hoped they would.

You know, another dashboard is not going to make your business grow faster.

Welcome back to the B2B Playbook.

Today, we're talking about whether you need all that flashy AI powered analytics to analyze and measure your marketing, or just whether some simple clear objectives and a spreadsheet will do.

Kevin, we love spreadsheets, but anyway, I'm not going to give it away which direction we're going to go.

There's definitely some great use cases we're going to get into.

We are into season eight of the show.

If you're just joining us for the first time, we spent seasons one to five sharing our five-piece framework for demand generation.

Season six and seven, we answered a lot of frequently asked questions about how to build that demand generation engine.

And season eight that we're now deep into, we're looking at how it fits into a wider go-to-market strategy and also how it connects to your revenue system.

Kevin, for those who are just joining us for the first time or they want a refresher on our five-piece framework and what it's all about, can you please tell them?

Yeah, of course, George.

So the Firebase framework starts with Be Ready, which is all about deeply understanding your dream customers.

Then we move on to Be Helpful, which is about developing relationships of trust online and particularly through the content that you create.

In Be Seen, we then talk about how to amplify that and focus that relationship building, whether that's working your way in or buying your way in with some ads.

In Be Better, we talk about how to optimize that whole process that you've built up until that point.

And finally, in Be The Best, we talk about the advanced strategies and tactics that the guys at the bigger end of town use, how you can implement them within your own practice, and how to use the whole framework as a flywheel over time to continue to improve your process.

And if you want to go deeper in each of those sections, head to the b2bplaybook.com. We have a newsletter there where we're always sharing things about our five piece framework and we've got some guides to it as well.