“Marketing will be the creator of the organization’s future. That is a leadership role that, with few exceptions, B2B marketers don’t recognize.”

—Loris Wizdo, Vice President and Principal Analyst, Forrester

It’s no longer enough for B2B marketers to define and protect the brand, help generate leads and support sales, Wizdo argues. They must be leaders within their companies—and architects of their organization's success. This week we provide a sneak peek of Forrester’s forthcoming “The Future of B2B Marketing” report authored by Wizdo and outline six mandates for B2B marketing leaders going forward.

It’s been the talk of the digital advertising industry for some time now: the fate of digital measurement as third-party cookies dissipate. The methods digital marketers use to gauge the success of their campaigns will shift dramatically. That translates to a new framework—and new KPIs—with which to measure campaign effectiveness. Here’s how marketers can prepare for this shift and mitigate the potential negative impact brought about by these changes.

Over in the world of experiential, COVID-compliant events are surfacing with new, fresh formats and settings. Take Freeform’s outdoor screening for the premiere of the series “Cruel Summer,” which traded a ballroom for balconies, featured pre-stocked hotel rooms with swag and ‘90s-themed décor and included a related roller rink event the following week. Read about how the network is getting inventive with socially-distanced engagements.

Finally, we’d like to take a moment to celebrate all the moms out there. In case you missed it, our inaugural Market Like a Mother program honors 16 trailblazing working moms leading their companies and their families. Recognition for navigating a markedly difficult year is needed now more than ever—and we know you’ll find it’s well deserved.

See you next week, folks.

Kaylee Hultgren
Group Content Manager
Chief Marketer

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