The results of Chief Marketer’s B2B marketing survey are in—and here’s what we’ve learned: There is a greater need for B2B marketers to measure ROI in marketing attribution. And proving that ROI is a top barrier to gaining approval for marketing investments. The majority of respondents also confirmed that content marketing produces the greatest ROI, with articles and blog posts proving the most effective.

This year’s survey provides marketing data points surrounding which channels produce leads with the highest ROI; how budgets are faring this year; where marketers are making martech investments; how the industry is addressing consent and preference management—and much more. Enjoy our 2023 B2B Marketing Outlook Survey, co-produced with OneTrust.

A few weeks back, we brought you a conversation with HBO Marketing VP Emily Giannusa on the network’s new apocalyptic series “The Last of Us,” whose two-year-long experiential strategy, among other things, helped garner an impressive number of eyeballs for the premiere. And that number is climbing as the show continues. This week we explore a key stop along the series’ experiential journey—six screenings at New York City’s Angelika Film Center—where VIP influencers and fans entered an immersive, in-world experience resembling an outpost for the show’s revolutionary militia group, the Fireflies. Read up on all the creepy details here.

Lastly, Chief Marketer recently introduced the Industry Pulse Survey, a monthly snapshot of readers’ opinions about the marketing industry’s most buzzworthy topics. Each month, we’ll pose a few questions surrounding a trend that everyone’s talking about. And in return for two minutes of your time, we’ll create a shareable infographic to help kickstart a conversation with your peers, your colleagues or your leadership. This month’s topic is the Metaverse. We’d love to hear what you think about it.

Until next week,

Kaylee Hultgren
Editor
Chief Marketer

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