Before you buy that boat...

Yeah, technology is the boat in this analogy. [View Message in Browser]( / [Add Us to Safe Sender List]( [CMI Logo]( WEEKLY NEWS 10.11.24 WEEKLY NEWS 10.11.24  [Together with Brightspot]  FEATURED [B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2025 [Research]]( By Stephanie Stahl [B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2025 [Research]]( What do the top-performing B2B marketers do? How is generative AI being treated in content programs? What content types dominate this year’s list? All those questions and more are answered in CMI’s just-released annual B2B research. [Read more](  READ OR LISTEN TO MORE OF THE WEEK'S BEST STORIES: [10+ Overlooked Tools To Improve Your MarTech Stack]( by Ann Gynn Are you happy with the content and marketing tools your organization uses? Or does it feel like something’s missing? If so, you’ll probably find it on this list of overlooked martech tools (and resources) that Content Marketing World speakers recommend. [How IBM Uses Data To Power Its Account-Based Marketing Strategy]( by Dennis Shiao IBM isn’t interested in an individual’s journey in B2B buying. The account level is where it’s at. Learn about IBM’s high-intensity framework, which leads to twice the average conversion rates. [How To Catch Content Lightning in a Bottle]( by Content Marketing Institute Team Media consumption isn’t like it used to be. Online videos beat TV viewing, and YouTube bests Netflix in market share. People spend a big chunk of time on user-generated content on social. In this terrain, what’s a marketer to do? [Why You Should Plan Your 2025 Content Strategy Before Buying New Technology]( by Robert Rose Don't let the allure (or dread) of new tools distract you from planning a rock-solid strategy focused on content experiences throughout the buyer's journey. Then, choose the tech to support it. Robert Rose explains how.  A NOTE FROM ROBERT ROSE Before you buy that boat… Now that it’s the fourth quarter (for many), planning is underway. Budgets are due. New strategies are being formed for 2025. Leftover money must be spent before the year’s end. Naturally, thoughts turn to technology needs. You may be mulling over questions such as: - What technology should we budget for (and why is it AI)? - Which new tools will help us achieve our plan (and why aren’t they AI)? - What cool new capability might we buy with that leftover money (is it AI)? This year’s tech questions seem particularly complex. I hear many marketers asking if a customer data platform will become the next new thing. Others don’t even know what a customer data platform is. Some talk about finally upgrading to a digital asset management system (DAM). Others wonder if the four DAMs their company already has are enough to accomplish the new thing they want. How about a new analytics solution? Some people hate Google Analytics 4. But what would be better? Then there’s AI. Is it time to finally invest in an enterprise AI solution? Or should you stick with the ones embedded in your productivity suites? And didn’t product X get four new updates last week? Wait. Did we forget about intent data? Add that to our tech dream board, too! Before you buy any or all of that, pause. Take a deep breath. Realize that all those dreams could quickly become nightmare scenarios if they require skill levels your company can’t accommodate. That’s one reason marketing technology decisions can be incredibly frustrating. Everyone wants the technology to be easy. Have you heard this aphorism? “A boat is a hole in the water that you throw money into.” It means that when you decide to invest in a boat, you’re not just buying the boat — you’re also committing to everything that goes along with owning a boat. That includes renting a dock, acquiring a trailer, keeping up with the significant maintenance required, and paying for the fuel and other costs of operating it. It’s not a stretch to adapt that saying to our industry: “Marketing tech is a hole the business throws money and time into.” That doesn’t mean you shouldn’t invest in it (or buy that boat if you need it or love to go out on the water). Marketing technology can return extraordinary value. But, yeah, no one’s excited about writing the check to pay for it. The key is to be conscious of what you’re buying. Any marketing technology worth purchasing involves all these elements: - Implementation - Training - User learning curve time - Ongoing administration I’ve seen some real challenges on this front. One B2B company I work with has been stuck in some form of software selection or technology implementation cycle since the beginning of the year. It’s limited in the number of creative campaigns it can craft because it has been so busy figuring out the technology to help craft more creative campaigns. Ironic. But if tech purchases won’t make your 2025 content dreams come true, what should you focus on to set your program up for success? I share some ideas in [Rose-Colored Glasses]( this week. [Let me know if it helps](mailto:robert@contentadvisory.net?subject=CMI%20content%20feedback%20—%20technology%20talks&elqTrackId=0B8C9FB747FA702DA5CC07D7FD565DC9&elqak=8AF587C340C5A910C6840C9D9492FE5E2FDF6B95F0BBE2C6FEBAF35E2A68FBEA4B90). In the meantime, remember: It’s your story. Tell it well. Robert Rose Chief Strategy Advisor Content Marketing Institute Robert Rose Chief Strategy Advisor Content Marketing Institute Would any of your colleagues or friends benefit from Robert's weekly updates? Please invite them to [subscribe]( here.  A WORD FROM ONE OF OUR SPONSORS [Is AI stripping the user from your brand experience?]( Is AI Stripping the User From Your Brand Experience? Last year, we found out that just 28% of customers found AI-generated or supported content to be authentic. Check out this year’s report to see if opinions shifted — and why. [Download the Brand Experience Report! »](  MORE FROM CMI [Ends Tonight! Ride the Wave and Save]( Ends Tonight! Ride the Wave and Save The countdown is on, and the sun’s almost setting on your chance to join us at Content Marketing World, October 21-23 in San Diego. If you’re ready to dive into the latest content trends and soak up inspiration from marketing innovators, now’s the time to get your pass! Register by 11:59 p.m. ET tonight and save $200 with promo code SAIL200! [Soak in the savings »](  [Your Last Chance to Vote ✅]( Your Last Chance to Vote ✅ It's your last chance to make your voice heard! 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