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.

“Let it be okay to also ask dumb questions, because there aren’t any.” That’s ThredUP CMO Noelle Sadler Delory’s advice for building a marketing team that understands creative, metrics, and its customer holistically. Delory and the CMOs of Marine Layer and Fernish also advocate for breaking down silos between performance and brand marketers so everyone understands the same metrics and speaks the same language.

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.

See our latest industry KPIs for TikTok.

For content execs, it’s all about clicks

Consumers are spending more and more time on their smartphones—which has quickly turned mobile into one of the most important channels for marketers. But, according to a new research, less than half of marketers are confident in their ability to measure granular mobile ad metrics.

Every few months it seems another story emerges about ad dollars disappearing down a black hole of fraudulent activity. And the spotlight on fraud will shine ever brighter, with good reason. For the UK, we forecast that digital ad spending will reach £13.24 billion ($17.05 billion) in 2018, accounting for 63.8% of total media ad spend.

Undertone's Mike Pallad and Laura Salant discuss the importance of measuring attention in digital ad campaigns.