Getting the best out of GA4, why you need personal branding, rethinking the value of differentiation, and more

Learn with MarketingProfs: Today's dose of marketing know-how. [MarketingProfs Today]( Together with programmatic advertising platform [StackAdapt]( Friday, December 15, 2023 [B2B Forum Video Excerpts]( Get the juicy tidbits in video format! If you're wondering whether next year's live B2B Forum is right for you, head over to the #MPB2B Blog, where you'll find dozens of free and valuable video excerpts from B2B Forum 2023! It could help you make up your mind... before your current EOY budget disappears. [Check out the #MPB2B blog]( 📋 Table of Contents 1. [Google Analytics 4 and Paid Media: How to Get the Best Performance Out of GA4]( 2. [Programmatic Strategies for Engaging Digital Out-of-Home Campaigns]( sponsored 3. [Why B2B Marketers and Executives Need Personal Branding]( 4. [Discover Steps to Success in 2024]( MarketingProfs Friday Forum 5. [The Myth of Differentiation]( 6. [You've Heard of the Leaning Tower?]( MarketingProfs Master Class for PRO Members Scroll down for more, including industry news, community goings-on, and other useful resources. [Google Analytics 4 and Paid Media: How to Get the Best Performance Out of GA4]( article [Google Analytics 4 and Paid Media: How to Get the Best Performance Out of GA4]( Google Ads continues to be a powerhouse among paid ad platforms, and now there's Google Analytics 4 to help you get more out of your data than ever. This article offers best-practices for [using GA4 in paid media campaigns. »]( [Programmatic Strategies for Engaging Digital Out-of-Home Campaigns]( sponsored [Programmatic Strategies for Engaging Digital Out-of-Home Campaigns](Q~/MWFGTWh6aFN4dUpLUDRaT09YeEVoTS9rNmlGa3hPSWVlcjNkR2ZGaEY5K3RDYnRSK08raHp1TkdFR3hFVmpaNjRFdHlKdC90R1M3c01CYXpYdHR0VnF3Tm5YeWVJZk0xeTlrMFVTbkJ2VlNzTlUwVTRZT3JkQT09S0/) Elevate your brand's visibility with digital out-of-home (DOOH) advertising! In this special webinar, learn how to craft compelling, contextually relevant DOOH ads that boost brand recall and create lasting impressions. [Register now! »]( [Why B2B Marketers and Executives Need Personal Branding]( video [Why B2B Marketers and Executives Need Personal Branding]( Personal branding has emerged as a crucial element for career success in numerous fields, including marketing. This episode, featuring branding expert Christine Gritmon, delves into the topic, offering valuable insights for marketers and executives. [Tune in! »]( [Discover Steps to Success in 2024]( MarketingProfs Friday Forum [Discover Steps to Success in 2024]( December can seem frantic, but you'll want to make space in your calendar for this Friday Forum! Three iconic speakers are offering three exclusive sessions: Patty Radford Henderson on omnichannel content planning, Tyler Lessard on video marketing for the buyer's journey, and Mary Owusu on mastering AI for B2B success. [Start here to plan your year. »]( [The Myth of Differentiation](/MWFGTWh6aFN4dUpLUDRaT09YeEVoTS9rNmlGa3hPSWVlcjNkR2ZGaEY5K3RDYnRSK08raHp1TkdFR3hFVmpaNjRFdHlKdC90R1M3c01CYXpYdHR0VnF3Tm5YeWVJZk0xeTlrMFVTbkJ2VlNzTlUwVTRZT3JkQT09S0/R1k2UDNWNURmMnBVN0pVMGtDQStGalpoUUQxU3BKekdNRVVjL0Y2bzd3NzVOZHBQQmxucjVTcWk4MWFoVG5WbWhQNmdBNW1JQWxQQVlpbk53V2JHc0E9PQS2) article from the archives [The Myth of Differentiation]( The "need" for differentiation is so well accepted, it's considered simplistic to even make the case for differentiation. Why make a case for something everyone already knows? I disagree. Put some further thought in it. Most everything I've read and heard about differentiation is wrong. [I suspect the same is true for you. »]( [You've Heard of the Leaning Tower?]( MarketingProfs Master Class for PRO Members You're probably thinking of the Leaning Tower of Pisa. But did you know that Italy has TEN leaning towers? It turns out that Pisa just has superior market positioning! Discover how to stand out with your positioning in How to Build a Standout Brand, hosted by Nick Westergaard. The Master Class is available for PRO members now. [Build your brand's positioning]( Profs Picks sponsored Does your marketing strategy include digital out-of-home (DOOH) advertising tactics? Because programmatic DOOH can take your advertising to a whole new level! Learn all about it in [StackAdapt's new webinar](, which unveils the global impact of the digital out-of-home landscape. Learn how to master programmatic audience targeting strategies to create real-time, personalized experiences in physical settings. Discover the secrets of crafting compelling DOOH ads perfectly suited for contextually-relevant environments. For DOOH best-practices, there's no better resource. [Check out the webinar 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](/MWFGTWh6aFN4dUpLUDRaT09YeEVoTS9rNmlGa3hPSWVlcjNkR2ZGaEY5K3RDYnRSK08raHp1TkdFR3hFVmpaNjRFdHlKdC90R1M3c01CYXpYdHR0VnF3Tm5YeWVJZk0xeTlrMFVTbkJ2VlNzTlUwVTRZT3JkQT09S0/R1k2UDNWNURmMnBVN0pVMGtDQStGalpoUUQxU3BKekdNRVVjL0Y2bzd3NzVOZHBQQmxucjVTcWk4MWFoVG5WbWhQNmdBNW1JQWxQQVlpbk53V2JHc0E9PQS2). 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](D/MWFGTWh6aFN4dUpLUDRaT09YeEVoTS9rNmlGa3hPSWVlcjNkR2ZGaEY5K3RDYnRSK08raHp1TkdFR3hFVmpaNjRFdHlKdC90R1M3c01CYXpYdHR0VnF3Tm5YeWVJZk0xeTlrMFVTbkJ2VlNzTlUwVTRZT3JkQT09S0/R1k2UDNWNURmMnBVN0pVMGtDQStGalpoUUQxU3BKekdNRVVjL0Y2bzd3NzVOZHBQQmxucjVTcWk4MWFoVG5WbWhQNmdBNW1JQWxQQVlpbk53V2JHc0E9PQS2). Did You Miss Us? Recent MarketingProfs content [Maximizing Your B2B Marketing Budget: Recession Strategies and Tips »]( [How B2B Marketers Can Tap Into Out-of-Home Transit Advertising »]( [How Texting Can Deliver Value for Businesses [Infographic] »](Z0~jhY~/MWFGTWh6aFN4dUpLUDRaT09YeEVoTS9rNmlGa3hPSWVlcjNkR2ZGaEY5K3RDYnRSK08raHp1TkdFR3hFVmpaNjRFdHlKdC90R1M3c01CYXpYdHR0VnF3Tm5YeWVJZk0xeTlrMFVTbkJ2VlNzTlUwVTRZT3JkQT09S0/R1k2UDNWNURmMnBVN0pVMGtDQStGalpoUUQxU3BKekdNRVVjL0Y2bzd3NzVOZHBQQmxucjVTcWk4MWFoVG5WbWhQNmdBNW1JQWxQQVlpbk53V2JHc0E9PQS2) [The Decline of Cookies Means the Rise of Organic Search Marketing »]( [Navigating the Power of B2B Communication by Getting to the Point: Steve Woodruff on Marketing Smarts [Podcast] »](E/MWFGTWh6aFN4dUpLUDRaT09YeEVoTS9rNmlGa3hPSWVlcjNkR2ZGaEY5K3RDYnRSK08raHp1TkdFR3hFVmpaNjRFdHlKdC90R1M3c01CYXpYdHR0VnF3Tm5YeWVJZk0xeTlrMFVTbkJ2VlNzTlUwVTRZT3JkQT09S0/R1k2UDNWNURmMnBVN0pVMGtDQStGalpoUUQxU3BKekdNRVVjL0Y2bzd3NzVOZHBQQmxucjVTcWk4MWFoVG5WbWhQNmdBNW1JQWxQQVlpbk53V2JHc0E9PQS2) [Link Prospects' Personal and Business Data to Engage and Convert: The Awesome Power of B2B2C Linkage Data »](/MWFGTWh6aFN4dUpLUDRaT09YeEVoTS9rNmlGa3hPSWVlcjNkR2ZGaEY5K3RDYnRSK08raHp1TkdFR3hFVmpaNjRFdHlKdC90R1M3c01CYXpYdHR0VnF3Tm5YeWVJZk0xeTlrMFVTbkJ2VlNzTlUwVTRZT3JkQT09S0/R1k2UDNWNURmMnBVN0pVMGtDQStGalpoUUQxU3BKekdNRVVjL0Y2bzd3NzVOZHBQQmxucjVTcWk4MWFoVG5WbWhQNmdBNW1JQWxQQVlpbk53V2JHc0E9PQS2) Upcoming Events DEC 15 [Marketing Planning Friday Forum]( 3 live sessions | sponsored by Vidyard DEC 19 [A Messaging Framework That Resonates](/MWFGTWh6aFN4dUpLUDRaT09YeEVoTS9rNmlGa3hPSWVlcjNkR2ZGaEY5K3RDYnRSK08raHp1TkdFR3hFVmpaNjRFdHlKdC90R1M3c01CYXpYdHR0VnF3Tm5YeWVJZk0xeTlrMFVTbkJ2VlNzTlUwVTRZT3JkQT09S0/R1k2UDNWNURmMnBVN0pVMGtDQStGalpoUUQxU3BKekdNRVVjL0Y2bzd3NzVOZHBQQmxucjVTcWk4MWFoVG5WbWhQNmdBNW1JQWxQQVlpbk53V2JHc0E9PQS2) 45-minute webinar | presented by Pam Didner JAN 10 [AI for Digital Marketers]( Improve your digital programs with the power of AI [10-week online event] JAN 11 [Content Syndication + ABM Advertising: Better Together]( 45-minute webinar | sponsored by DemandScience [MarketingProfs]( Comments? 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