Marketing data is essential to success, but marketers face tough conditions in a changing B2B landscape. Investments in data and related tools need to be carefully chosen and demonstrate proven ROI.

The B2B social media landscape is rapidly evolving thanks to younger buyers and AI. To adapt, marketers need to lean into influencer marketing, have a multichannel approach, and embrace generative AI.

Marketers have a wealth of opportunities throughout the buyer’s journey to leverage generative AI. Here's how to use it effectively at each stage of the customer life cycle.

B2B marketers must be aligned with sales to drive revenue and business growth. This might seem a herculean task, but there are ways leaders can surmount relationship, communication, and data challenges and successfully align on shifts in B2B buying.

Industry KPIs show how email compares to SMS

B2B marketing leaders have lost their focus on the benefits of email marketing. Email is a key distribution channel, and investments will allow relevant messages with high engagement rates and ROI to be delivered efficiently and effectively.

The advertising industry has yet to crack the code on cross-screen, cross-platform video measurement. This year, buyers will experiment with new and improved measurement solutions and a multicurrency upfront.

As cookie alternatives proliferate, the Interactive Advertising Bureau (IAB) is stepping in to provide order: The newly launched id-sources.json framework is meant to clarify which new IDs are being used by ad networks and publishers.

Many consumers still consider email to be their preferred channel for receiving brand communications. Much of the data suggests that email has become more important, not less, as a result of the coronavirus pandemic.

Data science and analytics will be the technical skills most needed at ad agencies in the next two years, according to a poll by Marketing Land.

The belief that consumers crave more targeted, personalized ads has become a digital advertising mantra. But it’s not entirely true.

With spend on marketing technology increasing, many marketers are investing more dollars into data management products.