As digital marketing becomes more complex, marketers will embrace additional automation tools to improve efficiency, effectiveness, and speed-to-market. But B2B marketers are implementing marketing technology (martech) on an operational, tactical basis. Marketing leaders need to take a more strategic approach and consider technology in the context of the core marketing capabilities required to support organizational goals. B2B marketers can use the customer lifecycle as a design framework and consider their customer’s buying motion as a design muse to engineer the optimal buying experience.