If you still think B2B buyers move neatly from awareness to purchase, think again!
In a recent OpsCast episode, Mike Rizzo sat down with Martin Pietrzak, CEO of Pinch
Marketing, to talk about something many MOps teams feel but don’t always articulate: B2B
Buyers rarely follow a straight path.
They’re stuck in what Google once called the “messy middle” – a loop of researching,
comparing, revisiting, and hesitating.
The conversation between Mike and Martin unpacked what this means for MarketingOps,
how AI fits into the picture, and why flexible systems are more important than rigid funnels.
Mike opened with a foundational question: How should we think about the messy middle?
Martin pointed out that the traditional funnel doesn’t reflect modern buying behavior. Instead
of progressing from awareness to decision in clean stages, B2B buyers now bounce
between exploration and evaluation. They consume content, compare vendors, consult
peers, and backtrack – sometimes repeatedly.
Think of it more like browsing Netflix than buying a toaster. You might watch a trailer, check
Rotten Tomatoes, ask a friend, and then loop back before you actually hit play. That’s how
B2B buying often works now.
Mike asked what changes are needed from a tech and process perspective. Martin’s
answer: a lot.
MarketingOps teams need to rethink how they structure data collection and integration. That
includes capturing first-party signals like email clicks and page views, but also stitching in
third-party intent data, review site visits, and social interactions.
Martin stressed that tools are only helpful when they’re connected. That means thinking in
terms of workflows and integrations, not just individual platforms. And as the number of data
points explodes, AI becomes useful for identifying patterns that people can’t spot manually.
AI came up several times, and Mike asked whether it’s really helping or just adding to the
noise.
Martin shared that while AI isn’t going to make your strategy for you, it can help interpret
signals. When buyers are interacting across dozens of touchpoints, machine learning can
highlight what matters. It’s not about automating the journey. It involves making
better-informed decisions by considering a wider range of information.
The biggest takeaway? MarketingOps needs to step up as a strategic contributor.
Martin argued that MOps teams are well-positioned to influence how companies engage
B2B buyers. Instead of reacting to requests from sales or demand gen, they should help
shape the go-to-market strategy. That includes designing flexible systems, guiding data
architecture, and ensuring consistent brand experiences.
Mike added that MOps is often the only function with visibility across the stack, which makes
them the ideal owner of the GTM infrastructure.
B2B buyers jump around more than ever. Plan for non-linear paths
● Systems need to support multiple entry and exit points
● Data needs to be connected, not siloed
● AI can help interpret complexity, not replace thinking
● MarketingOps has an opportunity to lead, not just support
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