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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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.
Measure Reach And Pipeline, Not Just Metrics
- Measure whether you're reaching and building trust with target customers and influencers, not just raw clicks.
- Use pipeline impact and 'how did you hear about us' surveys to capture marketing's downstream effects.
Events Amplify Ongoing Communications
- Events often look measurable but usually amplify prior communications and content.
- Year-round content and communications typically drive event success more than events alone.