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Contributors›Ben Maitland
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Founder & CEO at MarketScale

Ben Maitland

As Founder of MarketScale, I take an interest in all things B2B, with an emphasis on disruptive technologies, decentralization, education technology, and design. I've spent my career growing businesses in the B2B marketing and media space with an emphasis on revenue growth through product innovation.

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Contributor Brief·Ben Maitland · 1 articles
Updated Apr 24, 2024

Machines now make business decisions; marketers must abandon human-centric strategies

Maitland argues that autonomous systems are fundamentally reshaping B2B marketing because machines—not humans—are now the decision-makers in engineering and construction procurement. Traditional marketing approaches built around persuading human buyers are obsolete when the customer is an algorithm executing predetermined logic without human intervention.

1

article introducing M2M marketing as a distinct discipline

“Automated systems are beginning to make independent business decisions without human intervention.”

Introducing Machine to Machine (M2M) Marketing

Shift in B2B procurement decision-making authority

Human-driven decisions (traditional model)1
Machine-autonomous decisions (emerging M2M reality)1
Industries affected (engineering, construction identified)2

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25%Human-driven decisions
Human-driven decisions (traditional model)
Machine-autonomous decisions (emerging M2M reality)
Industries affected (engineering, construction identified)

entire approach

marketers must rethink marketing strategy fundamentally

The next frontier requires abandoning persuasion-based tactics entirely.

Introducing Machine to Machine (M2M) Marketing

M2M marketing demands systems thinking, not creative thinking.

Introducing Machine to Machine (M2M) Marketing

“Your customer no longer reads emails. Your customer executes code.”

Themes:Algorithmic procurement displaces human decision-making in B2BMarketing strategy obsolescence in machine-autonomous environmentsSystems integration replaces persuasion as competitive moat

Latest article

Engineering & Construction · Apr 24

Introducing Machine to Machine (M2M) Marketing: The Next Frontier in Business Automation

Automated systems are beginning to make independent business decisions without human intervention, forcing marketers to rethink their entire approach

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Introducing Machine to Machine (M2M) Marketing: The Next Frontier in Business Automation

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  • AM
    Alex M.·2h agoquestion

    What sparked your research into disruptive innovation?

    Curious what the original insight was that led you to the Innovator's Dilemma framework.

  • SL
    Sophia L.·1d agoidea

    Would love a deep-dive into EdTech adoption barriers.

    Your framing of sustaining vs. disruptive innovation feels directly applicable to school systems.

  • DR
    David R.·3d agoquestion

    How do you see AI changing the personalized learning landscape?