{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"B2B Marketing Exchange","title":"The Challenges Of Managing The Complex Martech Landscape","html":"","width":"100%","height":180,"duration":1347,"description":"As the newly appointed President of Pipeline 360, a provider of B2B demand gen tools, Tony Uphoff is keeping busy bringing the company's future plans and strategies to life. Hosts Klaudia Tirico and Kelly Lindenau had a chance to catch up with Tony at the B2B Marketing Exchange in Scottsdale earlier this year to learn about the company's future endeavors. \n\nIn this episode, Tony, Kelly and Klaudia talk shop about the challenges of managing the complex landscape of B2B marketing technology, including the gap between sales and marketing expectations, the growing discontent among marketers with technology and the need for high-quality, scalable and compliant demand generation.\nThe trio also dives into new research that highlights 80% of B2B marketers are prioritizing lead generation, yet only half can meet their pipeline goals. Tony shares his insights on why that is, and discusses:\nWhy marketers want outcomes, not platforms, which can spark technology burnout; \nHow a data-driven approach is necessary to understand customer needs; \nWhy content and intent data are crucial for resonating with independent buyers; and\nMuch more! \nThis is the only place to listen to thought-provoking conversations from the B2BMX show floor... be sure to tune in! \n\nRELATED LINKS: \nLearn more about Pipeline 360 here.\nRead more about “The State of Pipeline Growth” here.\nGet all the information you need about our new event, B2BMX East, here;\nRegister for B2BMX East using this special 15% off code just for our listeners: MXPOD15; and\nFollow us on LinkedIn and X.","thumbnail_url":"https://img.transistorcdn.com/-HPmDhGGviOBpUZYRSp37aRsox8bdzQnI7obKmorQns/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS8wZmYz/ZDM0MmM5NzFjYzA0/ZTU3NjJjODk1OTMw/MzUyYS5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}