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Are you curious about what marketing leaders across B2B are measuring these days? How does it compare with what your organization is measuring? Forrester has recently completed its SiriusDecisions ...

As B2B marketing floods into consumer channels, from TikTok-style video to Instagram ABM, the measurement playbook hasn’t kept up. Mediasmith’s Lexi Coulter shares a smarter way to track influence ...

Campaign Sophistication Is Increasing, but Performance Visibility Remains Limited B2B advertising is undergoing a major ...

As B2B marketers plan next year’s campaigns, it has become common practice to analyze past campaigns to understand which programs, channels and content are driving pipeline and revenue. However, many ...

How we measure whether we’re doing a good job or not in B2B marketing is crucial, and requires leadership support and context. This winter, I was talking with a real estate agent friend. We had both ...

In the world of B2B, measuring the effectiveness of our activity has sometimes been ignored or certainly relegated to an afterthought. The Institute of Practitioners (IPA) in Advertising has recently ...

CHICAGO, April 01, 2026 (GLOBE NEWSWIRE)-- Generative AI is rapidly reshaping how enterprise buyers discover and evaluate vendors. Yet according to the B2B AI Search Visibility Benchmark, released ...

There was a time when measuring marketing ROI was easy. The ROI of a direct mail piece could be calculated by simply subtracting the total production costs from the revenue directly generated by the ...