It takes a silver bullet to kill a monster—at least, that’s how it works in the movies. What does the myth of the silver bullet have to do with B2B marketing? More than you think.
Digital technology has transformed marketing. One dangerous drawback of the “measure everything” age is the myopic focus on attribution. While marketers once accepted as fact that they didn’t know which half of their ad budget was wasted, today they’ve done a 180 and believe that if it can’t be measured, it’s not worth doing.
