Metrics vs. outcomes, B2B storytelling, revving up your account-based demand engine, and more

Learn with MarketingProfs: Today's dose of marketing know-how. [MarketingProfs Today]( Together with SaaS performance marketing agency [Directive]( Friday, September 29, 2023 [Reason #1 to Attend B2B Forum]( The world's most actionable B2B marketing conference is all about YOU. You're obsessed with marketeing. We're obsessed with you. Our staff can't wait to see your faces after planning this for MONTHS. Code COUNTDOWN saves you 15% on in-person passes. [But hurry—B2B Forum is next week!]( 📋 Table of Contents 1. [Stop Trying to Measure Everything, Use an Outcome-Focused Lens Instead]( 2. [LinkedIn Conversation Ads That Actually Work]( sponsored 3. [How to Rev Up the B2B Account-Based Demand Engine to Accelerate Results]( 4. [Discover the Best in Search and Product Solutions]( sponsored report 5. [A Masterclass in B2B Storytelling](VMNA/c1JQZDZXcThjd2NIclNERElnOERxd2JXWXJMWWdZbU1HU0JBUW84dVdLbERLL05EZVRtTUFkek42U1g1VkFHbWNGayttV3d0MnMzNmxZRUIvb21Ocm9lZS9oSnd0UFdTTGg2RUhwYkhITnN0NkszbmpDSXB2dz09S0/Z3BydWRBcHB3WGZpdVJKa1JRSXlzZzdHR0dPNmlQeGNxQmtkUkpCQ254SmxPdTRGYjNFUEFJUTV0UmpwUnZ4VUx0Si9ZY0RMNlBScDMwTWlCSEJNK1E9PQS2) 6. [Do You Have Your Free Livestream Lite Pass?](/c1JQZDZXcThjd2NIclNERElnOERxd2JXWXJMWWdZbU1HU0JBUW84dVdLbERLL05EZVRtTUFkek42U1g1VkFHbWNGayttV3d0MnMzNmxZRUIvb21Ocm9lZS9oSnd0UFdTTGg2RUhwYkhITnN0NkszbmpDSXB2dz09S0/Z3BydWRBcHB3WGZpdVJKa1JRSXlzZzdHR0dPNmlQeGNxQmtkUkpCQ254SmxPdTRGYjNFUEFJUTV0UmpwUnZ4VUx0Si9ZY0RMNlBScDMwTWlCSEJNK1E9PQS2) MarketingProfs event 7. [So… Did They Find the Loch Ness Monster?]( MarketingProfs Master Class for PRO Members Scroll down for more, including industry news, community goings-on, and other useful resources. [Stop Trying to Measure Everything, Use an Outcome-Focused Lens Instead](VMA/c1JQZDZXcThjd2NIclNERElnOERxd2JXWXJMWWdZbU1HU0JBUW84dVdLbERLL05EZVRtTUFkek42U1g1VkFHbWNGayttV3d0MnMzNmxZRUIvb21Ocm9lZS9oSnd0UFdTTGg2RUhwYkhITnN0NkszbmpDSXB2dz09S0/Z3BydWRBcHB3WGZpdVJKa1JRSXlzZzdHR0dPNmlQeGNxQmtkUkpCQ254SmxPdTRGYjNFUEFJUTV0UmpwUnZ4VUx0Si9ZY0RMNlBScDMwTWlCSEJNK1E9PQS2) article [Stop Trying to Measure Everything, Use an Outcome-Focused Lens Instead]( We marketers have grown accustomed to measuring everything. It if can be measured, why not do it? Well... because metrics are messy and [outcomes are more important. »](/c1JQZDZXcThjd2NIclNERElnOERxd2JXWXJMWWdZbU1HU0JBUW84dVdLbERLL05EZVRtTUFkek42U1g1VkFHbWNGayttV3d0MnMzNmxZRUIvb21Ocm9lZS9oSnd0UFdTTGg2RUhwYkhITnN0NkszbmpDSXB2dz09S0/Z3BydWRBcHB3WGZpdVJKa1JRSXlzZzdHR0dPNmlQeGNxQmtkUkpCQ254SmxPdTRGYjNFUEFJUTV0UmpwUnZ4VUx0Si9ZY0RMNlBScDMwTWlCSEJNK1E9PQS2) [LinkedIn Conversation Ads That Actually Work]( sponsored [LinkedIn Conversation Ads That Actually Work](QVG/c1JQZDZXcThjd2NIclNERElnOERxd2JXWXJMWWdZbU1HU0JBUW84dVdLbERLL05EZVRtTUFkek42U1g1VkFHbWNGayttV3d0MnMzNmxZRUIvb21Ocm9lZS9oSnd0UFdTTGg2RUhwYkhITnN0NkszbmpDSXB2dz09S0/) LinkedIn conversation ads is one of the most underrated ad units in B2B. They're a powerful way to book sales meetings. If you're looking for your next revenue channel, [check out this step-by-step guide. »](_/c1JQZDZXcThjd2NIclNERElnOERxd2JXWXJMWWdZbU1HU0JBUW84dVdLbERLL05EZVRtTUFkek42U1g1VkFHbWNGayttV3d0MnMzNmxZRUIvb21Ocm9lZS9oSnd0UFdTTGg2RUhwYkhITnN0NkszbmpDSXB2dz09S0/) [How to Rev Up the B2B Account-Based Demand Engine to Accelerate Results](jVLS9R3YrC6/c1JQZDZXcThjd2NIclNERElnOERxd2JXWXJMWWdZbU1HU0JBUW84dVdLbERLL05EZVRtTUFkek42U1g1VkFHbWNGayttV3d0MnMzNmxZRUIvb21Ocm9lZS9oSnd0UFdTTGg2RUhwYkhITnN0NkszbmpDSXB2dz09S0/Z3BydWRBcHB3WGZpdVJKa1JRSXlzZzdHR0dPNmlQeGNxQmtkUkpCQ254SmxPdTRGYjNFUEFJUTV0UmpwUnZ4VUx0Si9ZY0RMNlBScDMwTWlCSEJNK1E9PQS2) article [How to Rev Up the B2B Account-Based Demand Engine to Accelerate Results]( An account-based demand engine focuses marketing efforts on specific high-value accounts and delivers personalized experiences. Through six questions and answers, this article discusses the alignment of Sales and Marketing and the adoption of a [unified approach to demand gen. »]( [Discover the Best in Search and Product Solutions]( sponsored report [Discover the Best in Search and Product Solutions]( Heads up: Forrester's new Commerce Search and Product Discovery Q3 2023 report is here, evaluating the top product discovery solutions—and Bloomreach has been named a leader in the field! Find out more about implementing the benefits of a product discovery solution by [downloading the report here. »]( [A Masterclass in B2B Storytelling]( video [A Masterclass in B2B Storytelling]( If you're looking for a fresh perspective on B2B marketing and storytelling, then this episode of the Marketing Smarts Live Show featuring Jay Acunzo is a must-watch. [Tune in! »]( [Do You Have Your Free Livestream Lite Pass?]( MarketingProfs event [Do You Have Your Free Livestream Lite Pass?]( Interested in new marketing ideas and methods but can't make your way to B2B Forum? Join us online with a FREE Livestream Lite pass! Get informed and inspired with two keynotes, eight info-dense presentations, and the creativity-expanding Dine & Doodle experience—all from the comfort of, well, wherever you happen to be on Oct 5-6. [Save my seat with Livestream Lite! »](ZKJPX~R8tRX/c1JQZDZXcThjd2NIclNERElnOERxd2JXWXJMWWdZbU1HU0JBUW84dVdLbERLL05EZVRtTUFkek42U1g1VkFHbWNGayttV3d0MnMzNmxZRUIvb21Ocm9lZS9oSnd0UFdTTGg2RUhwYkhITnN0NkszbmpDSXB2dz09S0/Z3BydWRBcHB3WGZpdVJKa1JRSXlzZzdHR0dPNmlQeGNxQmtkUkpCQ254SmxPdTRGYjNFUEFJUTV0UmpwUnZ4VUx0Si9ZY0RMNlBScDMwTWlCSEJNK1E9PQS2) [So… Did They Find the Loch Ness Monster?]( MarketingProfs Master Class for PRO Members Late in August, researchers gathered in the Scottish Highlands looking for the Loch Ness monster. Nessie has been a source of interest—and business—for almost 1,500 years (they say). Nothing like a good story to drum up interest, right? Learn to tell your own (true) stories to attract interest and build connections in B2B Storytelling for Humans, an in-depth Master Class hosted by Ekaterina Walter. [Click here to dive in]( Profs Picks sponsored The paid media landscape is always changing. Do you know which current paid platforms are setting your company up for faster, more cost-efficient growth? That knowledge can not only streamline your sales and marketing strategies but also optimize them for success. And to do that, you need data. Check out [The Verdict by Directive Consulting](/c1JQZDZXcThjd2NIclNERElnOERxd2JXWXJMWWdZbU1HU0JBUW84dVdLbERLL05EZVRtTUFkek42U1g1VkFHbWNGayttV3d0MnMzNmxZRUIvb21Ocm9lZS9oSnd0UFdTTGg2RUhwYkhITnN0NkszbmpDSXB2dz09S0/), the comprehensive and always-updated collection of industrywide SaaS marketing metrics that will give you valuable insights into the top 2023 paid media platforms for SaaS: Google, LinkedIn, Facebook, Bing, and Capterra. You can dive into key metrics from each of those five major platforms and get strategies for how to use them to generate your greatest ROI. [Get the report now](. Afoot in the Neighborhood MarketingProfs community goings-on A brand-new AI weekly series approaches! [AI for Digital Marketers]( is here to help you move beyond content creation and learn how AI can assist you in building and optimizing your marketing campaigns. And it's FREE for PRO members! Join speaker Andy Crestodina for the first session on January 10. Register now to [up your game with AI](. It's true: 25% of B2B marketers report that their training is ineffective in meeting business goals. And another 20% say they don't get any training at all—free or otherwise! Those training gaps are your team's opportunity to get ahead of the competition. Discover more in the free [2023 State of B2B Marketing Training Report](. Did You Miss Us? Recent MarketingProfs content [Martech Replacement Trends for 2023 »]( [How to Get Started With YouTube Influencer Marketing [Infographic] »]( [How to Build a High-Conversion Evergreen Lead Funnel: A Five-Step Guide »]( [Market Research for B2B Marketing Success »]( [How to Secure More Press for Your Company »]( [Mastering Brand Consistency in the Age of AI: A Guide for Marketers »](/c1JQZDZXcThjd2NIclNERElnOERxd2JXWXJMWWdZbU1HU0JBUW84dVdLbERLL05EZVRtTUFkek42U1g1VkFHbWNGayttV3d0MnMzNmxZRUIvb21Ocm9lZS9oSnd0UFdTTGg2RUhwYkhITnN0NkszbmpDSXB2dz09S0/Z3BydWRBcHB3WGZpdVJKa1JRSXlzZzdHR0dPNmlQeGNxQmtkUkpCQ254SmxPdTRGYjNFUEFJUTV0UmpwUnZ4VUx0Si9ZY0RMNlBScDMwTWlCSEJNK1E9PQS2) News You Can Use Updates from around the industry ON24 and NetLine Join Forces to Help Enterprise Customers Supercharge Reach and ROI [Benzinga]( Bloomreach Empowers B2B Merchandisers to Optimize the E-Commerce Experience With Launch of New Features and Enhancements [MarTech Series]( Expandi Purchases Account-Based Marketing Platform Jabmo [ExchangeWire]( Madison Logic Enters CTV Space Through ABM CTV Release [Demand Gen Report]( EarlyBirds Revolutionizes Business Transformation With AI-Powered Innovation Ecosystem [InvestorsObserver]( MarketSource Acquires Salelytics, Providing a Turnkey Approach to the Customer Experience [PR Newswire](8wZCbZ/c1JQZDZXcThjd2NIclNERElnOERxd2JXWXJMWWdZbU1HU0JBUW84dVdLbERLL05EZVRtTUFkek42U1g1VkFHbWNGayttV3d0MnMzNmxZRUIvb21Ocm9lZS9oSnd0UFdTTGg2RUhwYkhITnN0NkszbmpDSXB2dz09S0/) Upcoming Events OCT 5-6 [MarketingProfs B2B Forum](/c1JQZDZXcThjd2NIclNERElnOERxd2JXWXJMWWdZbU1HU0JBUW84dVdLbERLL05EZVRtTUFkek42U1g1VkFHbWNGayttV3d0MnMzNmxZRUIvb21Ocm9lZS9oSnd0UFdTTGg2RUhwYkhITnN0NkszbmpDSXB2dz09S0/Z3BydWRBcHB3WGZpdVJKa1JRSXlzZzdHR0dPNmlQeGNxQmtkUkpCQ254SmxPdTRGYjNFUEFJUTV0UmpwUnZ4VUx0Si9ZY0RMNlBScDMwTWlCSEJNK1E9PQS2) Grow your career with a free Livestream Lite pass! 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