Good morning, Marketer, and the digital economy is getting more personal.

This isn’t only the call from Adobe CEO Shantanu Narayen at Adobe Summit, but also the motivation behind the evolving app marketplace landscape, through new discovery features and integrations at Salesforce and HubSpot.

The B2B business customer has adopted many of the buying habits of D2C e-commerce consumers, especially with fewer live conferences and in-person meetings in the last two years. More important than just habits, the B2B customer’s needs have changed. They need quicker service to implement rapid transformation.

Since this journey is more digital, there’s more data, and an expectation, to make it more personalized. To keep up with other B2B and B2C trends, there’s no better way than to immerse yourself in over 45 sessions at our MarTech virtual conference March 29 and 30 (registration is free). We’ve made it easy for attendees to select relevant talks ahead of time so their schedule is personalized and ready to go on these two big days.

Chris Wood,
Editor

Measuring marketing value in a cookieless world

With a number of privacy changes on the horizon, marketers will soon face new challenges with how we track and measure marketing performance. Measuring marketing ROI using native reporting from media platforms like Facebook and Google Ads will become increasingly less accurate and complete, and ultimately not even possible as third-party cookies are phased out.

The deprecation of third-party cookies, therefore, presents an opportunity to improve the way we measure and report on campaign performance and ROI.

Read more

Join this Salesforce webinar to learn how to build a strong personalization strategy

80% of customers agree the experience a company provides is as important as its products or services. That’s why enabling more human conversations through 1:1 personalized journeys drives loyalty and engagement for consumers. But getting started on the personalization path is easier said than done. Attend this webinar and learn how to take your customer-centric approach to the next level.

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T-minus 2 weeks until MarTech! Grab your free pass now!

Join us at MarTech, online March 29-30, to explore dozens of time-saving marketing technologies that will help you mine valuable first-party data, streamline marketing operations, and drive more ROI.

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Shorts

What we’re reading: On the subject of privacy, marketers experienced a rewind last week when HBO was slapped with a class action lawsuit alleging that it was sharing the viewing histories of its HBO Max subscribers with Facebook. The alleged violation wasn’t with CCPA or other newer state laws, but instead with the federal Video Privacy Protection Act (VPPA), which has been on the books since 1988 and was intended to protect the rental histories of video store customers. The law was passed after a journalist obtained the rental history of Robert Bork. Interesting that, these days, all our digital trails are subject to the same scrutiny as a supreme court nominee, although the processes are largely automated and the goal is to sell you more things, not discredit you from joining the highest court in the land.