According to a survey of B2B marketers and business leaders performed by growth agency Walker Sands, 79% of marketing decision-makers experience more pressure from their C-suite and executive teams to measure marketing success based on key business outcomes than they did five years ago. Moreover, 58% agree that they struggle to understand the outcomes that their leaders expect from their marketing activities.

The reason for the disconnect? The C-suite is evaluating success differently than it did a few years ago, the report suggests. And 73% of marketers are focusing on activating specific marketing channels and achieving KPIs—and only then connecting metrics back to the outcomes. Here are ways to bridge that disconnect between marketers and the C-suite, four types of B2B outcomes, obstacles experienced when attempting to demonstrate the value of marketing, and more.

Meanwhile, as the cookie officially deprecates, marketers are embracing alternate methods of retargeting audiences. Indeed, there are effective ways to create a unique brand experience for target audiences and reach them in personal ways without the use of this technology. Our columnist outlines five things that B2B marketers in particular can do to succeed in a cookie-less world.

CDPs, or Customer Data Platforms, were considered innovative new tech a few years back. But according to Gartner’s latest Hype Cycle, which focused on evaluating CDPs for the first time, the technology is less appealing to the marketing industry today. Here’s a look at Gartner’s latest evaluation of the hype.

Lastly, if your award-winning organization has done the hard part and earned that coveted accolade, now it’s time to promote it—without sounding conceited about it. Here are seven ways to tout awards and achievements in an authentic and meaningful way.

Until next week,

Kaylee Hultgren
Content Director
Chief Marketer

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