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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 autonomous business decisions—marketing must evolve accordingly

Ben Maitland argues that machine-to-machine (M2M) systems are fundamentally reshaping B2B commerce by enabling automated decision-making without human intermediaries, forcing marketers to abandon traditional buyer-journey models. He contends that the old paradigm of persuading human decision-makers is obsolete; instead, marketers must now engineer their value propositions to be discoverable, interpretable, and executable by autonomous systems.

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article provided; insufficient data for quantitative analysis

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

Introducing Machine to Machine (M2M) Marketing

M2M marketing disruption factors identified in Maitland's framework

Elimination of human decision-makers in procurement9
Need for machine-readable value propositions9
Shift from persuasion to algorithmic discovery8
Engineering required in marketing strategy8

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26%Elimination of
Elimination of human decision-makers in procurement
Need for machine-readable value propositions
Shift from persuasion to algorithmic discovery
Engineering required in marketing strategy

engineering and construction

sector explicitly identified as M2M marketing early adopter

Marketers must rethink their entire approach to business automation.

Introducing Machine to Machine (M2M) Marketing

The old paradigm of persuading human decision-makers is becoming obsolete.

Introducing Machine to Machine (M2M) Marketing

“Machines now make independent business decisions without human intervention.”

Themes:Autonomous machine decision-making in B2B procurementObsolescence of persuasion-based marketing modelsEngineering-first marketing strategy for algorithmic discovery

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?

Ben Maitland | MarketScale