GTM campaigns, new event marketing metrics, changes in search, first-party data, and more

Learn with MarketingProfs: Today's dose of marketing know-how. [MarketingProfs Today]( Together with marketing operations software Thursday, May 18, 2023 📋 Table of Contents 1. [Why Event Organizers Are Ditching Vanity Metrics—And Choosing These Metrics Instead]( 2. [How to Optimize Marketing Spend and Boost ROI Using the Data You Already Have](jVLS94KaysG0/OVpBbm5uMWZaVjlYcW5TMXdvTGdNWHFsRzlwT3NlSHZjV0x3c2NsWlNNNWRONVNyQVNEa2lGMDdtRDhQb2RDOUtHb2ZOYVAwN2xnVjhUeVVMbHdUQko2bnA0Y0MrdTVxK0dINHFEVGo3WnhLV3pxcVM3VlQ5QT09S0/) sponsored webinar 3. [How to Build a Successful Go-to-Market Campaign Plan]( 4. [Marketing Questions? Try Ask Jay!]( 5. [How Search Changed Last Year]( 6. [Low Ticket Alert!]( MarketingProfs B2B Forum 7. [Now On-Demand: Shakeup B2B]( Shakeup B2B for PRO Members Scroll down for more, including industry news, community goings-on, and other useful resources. [Why Event Organizers Are Ditching Vanity Metrics—And Choosing These Metrics Instead]( article [Why Event Organizers Are Ditching Vanity Metrics—And Choosing These Metrics Instead]( The virtual events of the pandemic have had long-lasting effects on event marketing: namely, the metrics marketers use to track their success. It's now much less about registrations and more about [metrics that actually matter. »]( sponsored [Say Goodbye to Spreadsheets: The Power of Connected Marketing Processes]( Unclear and fragmented marketing processes make it difficult for marketers to execute in a turbulent environment. Connected processes are a must. Watch Forrester Senior Analyst Jessica Liu share insights on connected processes and how to make them happen at your company. [Check out the video now. »]( [How to Optimize Marketing Spend and Boost ROI Using the Data You Already Have]( sponsored webinar [How to Optimize Marketing Spend and Boost ROI Using the Data You Already Have]( Soon, you won't be able to use third-party cookies… so what can you rely on instead? Discover how to harness the power of first-party data to create personalized user experiences that convert more leads, optimize your marketing spend, and [drive higher ROI. »]( [How to Build a Successful Go-to-Market Campaign Plan]( podcast [How to Build a Successful Go-to-Market Campaign Plan]( Pam Didner and host George B. Thomas get into all things go-to-market, including understanding the scope of your campaign, researching your audience, and listening to your peers—all of which are ongoing processes. [Read more and listen in. »]( [Marketing Questions? Try Ask Jay!]( [Marketing Questions? Try Ask Jay!]( Our mascot JayBird has been turned into an AI-powered marketing wiz. Ask Jay your marketing question and get back a short, medium, or long answer. Try Ask Jay now: [It's free! »]( [How Search Changed Last Year]( infographic [How Search Changed Last Year]( This infographic covers the major Google search engine updates, shifts in people's search behaviors, and SEO developments that occurred in 2022. [Check out the infographic. »](vd4s9/OVpBbm5uMWZaVjlYcW5TMXdvTGdNWHFsRzlwT3NlSHZjV0x3c2NsWlNNNWRONVNyQVNEa2lGMDdtRDhQb2RDOUtHb2ZOYVAwN2xnVjhUeVVMbHdUQko2bnA0Y0MrdTVxK0dINHFEVGo3WnhLV3pxcVM3VlQ5QT09S0/) MarketingProfs B2B Forum [Low Ticket Alert!](vd4sL9/OVpBbm5uMWZaVjlYcW5TMXdvTGdNWHFsRzlwT3NlSHZjV0x3c2NsWlNNNWRONVNyQVNEa2lGMDdtRDhQb2RDOUtHb2ZOYVAwN2xnVjhUeVVMbHdUQko2bnA0Y0MrdTVxK0dINHFEVGo3WnhLV3pxcVM3VlQ5QT09S0/) If you're planning on attending B2B Forum and want to experience a hands-on workshop, now's the time to buy! Workshops are only available with an All-Access pass, and we have fewer than 100 passes left. So if you need some pen-to-paper work on any of these topics, get your All-Access pass today! (Teams of 3 or more save extra.) Choose from Content Marketing for SEO with Andy Crestodina, Demand Generation with Kenda Macdonald, Modern Email Marketing with Chad White, Go-To-Market Planning with Pam Didner, and Marketing Strategy with Allen Weiss. [Pick your workshop experience now. »]( Now On-Demand: Shakeup B2B Shakeup B2B for PRO Members Our Shakeup B2B conference from April is now on-demand! All 12 sessions—including Charlene Li's keynote—are available to stream through June. Get new marketing ideas for LinkedIn, personalization, AI, and more. [Watch Shakeup sessions here]( Profs Picks sponsored Remote work, generative AI, layoffs, privacy laws... 2023 has already been a complex year, and in the face of continued economic uncertainty, shifting buyer behaviors, and tech-fueled disruption, the coming year will undoubtedly remain a challenge. So, how can bold marketing operations leaders ensure success through such a volatile period? In a [brief video](Fqe/OVpBbm5uMWZaVjlYcW5TMXdvTGdNWHFsRzlwT3NlSHZjV0x3c2NsWlNNNWRONVNyQVNEa2lGMDdtRDhQb2RDOUtHb2ZOYVAwN2xnVjhUeVVMbHdUQko2bnA0Y0MrdTVxK0dINHFEVGo3WnhLV3pxcVM3VlQ5QT09S0/), Katie Linford, a Forrester analyst and guest speaker, shares her insights and five trends impacting the future of marketing operations. Watch to discover which areas Marketing Ops teams will focus on most in the year ahead, how to get greater control of your martech stack, and how to drive tighter internal alignment across teams. [Check out the video now](. Afoot in the Neighborhood MarketingProfs community goings-on Addicted to MarketingProfs Today? Well, we have good news... there's more where that came from! We're introducing three monthly newsletters. To subscribe to each, just click on the title, and endless wisdom shall be yours! Here they are: [Communication Today](, focused on marketing writing, and featuring tips and advice from MarketingProfs Chief Content Officer Ann Handley; [DemandGen Today](XxvbJYz/OVpBbm5uMWZaVjlYcW5TMXdvTGdNWHFsRzlwT3NlSHZjV0x3c2NsWlNNNWRONVNyQVNEa2lGMDdtRDhQb2RDOUtHb2ZOYVAwN2xnVjhUeVVMbHdUQko2bnA0Y0MrdTVxK0dINHFEVGo3WnhLV3pxcVM3VlQ5QT09S0/OE1DU3FVTjFCMytPS3VxcFRaOWFNUjUrT05QbnovVGVVRmx3b3B4Nk0wdHgyTnRzVmFyWkhyeng2R1NmRUpRM1BGelNNdHdPdTVaSEVHRUFSMDJ1Smc9PQS2), providing valuable insights, tips, and resources to up your demand generation game; and [Strategic B2B Today](/OVpBbm5uMWZaVjlYcW5TMXdvTGdNWHFsRzlwT3NlSHZjV0x3c2NsWlNNNWRONVNyQVNEa2lGMDdtRDhQb2RDOUtHb2ZOYVAwN2xnVjhUeVVMbHdUQko2bnA0Y0MrdTVxK0dINHFEVGo3WnhLV3pxcVM3VlQ5QT09S0/OE1DU3FVTjFCMytPS3VxcFRaOWFNUjUrT05QbnovVGVVRmx3b3B4Nk0wdHgyTnRzVmFyWkhyeng2R1NmRUpRM1BGelNNdHdPdTVaSEVHRUFSMDJ1Smc9PQS2), focused on big-picture marketing strategy, farsighted leadership, and innovative opinion. You're probably familiar with the legendary [Marketing Smarts Podcast](. But did you know it now has its own LIVE show? Host George B. Thomas serves up the type of content you love in a brand new—and expanded—visual format. Check it out every Monday on [YouTube]( and [LinkedIn](! How about helping out your friends and colleagues? Just [let them know]( that they can sign up to this newsletter for great marketing advice, tips, and tactics. You can use your personal referral link at the bottom of this newsletter (see the big blue box), [and check out what's in it for you](! Did You Miss Us? Recent MarketingProfs content [Search Advertising Spend Trends for 2023 »]( [The Marketing Growth Triad: Data, Tech, and Creativity »]( [Seven Tips for a Successful B2B E-Commerce Strategy »]( [Reframing Brand Measurement: It's Not Who, But Where »](/OVpBbm5uMWZaVjlYcW5TMXdvTGdNWHFsRzlwT3NlSHZjV0x3c2NsWlNNNWRONVNyQVNEa2lGMDdtRDhQb2RDOUtHb2ZOYVAwN2xnVjhUeVVMbHdUQko2bnA0Y0MrdTVxK0dINHFEVGo3WnhLV3pxcVM3VlQ5QT09S0/) [Does Marketing or Sales Own Customer Strategy? »]( [Five Tips for Writing Web Content That Captures Attention »]( News You Can Use Updates from around the industry Seedtag Launches Industry-First Generative AI Capability for Contextual Dynamic Creatives [ExchangeWire]( Demandbase Saves Stressed Sellers by Simplifying Sales With Smarter Sales Intelligence [PR Newswire]( Aviso Unveils First Generative AI Designed to be Chief of Staff for Revenue and GTM Teams [Yahoo Finance](jVLS94Kays0/OVpBbm5uMWZaVjlYcW5TMXdvTGdNWHFsRzlwT3NlSHZjV0x3c2NsWlNNNWRONVNyQVNEa2lGMDdtRDhQb2RDOUtHb2ZOYVAwN2xnVjhUeVVMbHdUQko2bnA0Y0MrdTVxK0dINHFEVGo3WnhLV3pxcVM3VlQ5QT09S0/) RevenueHero Boosts Sales Pipelines as It Raises $5.1M to Scale Globally [Yahoo Finance]( DFY Sales Calls Launches Innovative Product to Solve Customer Acquisition Issues That Plague B2B Businesses [Benzinga](0/OVpBbm5uMWZaVjlYcW5TMXdvTGdNWHFsRzlwT3NlSHZjV0x3c2NsWlNNNWRONVNyQVNEa2lGMDdtRDhQb2RDOUtHb2ZOYVAwN2xnVjhUeVVMbHdUQko2bnA0Y0MrdTVxK0dINHFEVGo3WnhLV3pxcVM3VlQ5QT09S0/) Upcoming Events MAY 18 [Optimize Your Marketing Spend With First-Party Data]( 45-minute webinar | sponsored by Drift MAY 24 [Fulfillment After Conversion]( Session 4 of our Score, Plan, Convert: Demand Generation Working Webinar Series with Kenda Macdonald MAY 25 [Solutions to Ignite Your E-Commerce Digital Presence & Profit](Fe/OVpBbm5uMWZaVjlYcW5TMXdvTGdNWHFsRzlwT3NlSHZjV0x3c2NsWlNNNWRONVNyQVNEa2lGMDdtRDhQb2RDOUtHb2ZOYVAwN2xnVjhUeVVMbHdUQko2bnA0Y0MrdTVxK0dINHFEVGo3WnhLV3pxcVM3VlQ5QT09S0/) 45-minute webinar | sponsored by Adtaxi JUN 1 [From Content Creation to Conversion: A Marketer's Guide to the Content Supply Chain]( 45-minute webinar | sponsored by Adobe JUN 9 [Marketing Strategy Friday Forum]( 3 sessions on content marketing | sponsored by ZoomInfo [MarketingProfs]( Comments? 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