Top CMOs highlight the resurgence of events as a key marketing channel post-COVID, emphasizing the importance of having a strategic plan to ensure their success. Effective events require clear goals, alignment between sales and marketing teams, memorable experiences, and diligent follow-up to achieve meaningful connections and measurable ROI.

LinkedIn has launched its Company Intelligence API, enabling B2B marketers to measure impact more effectively by focusing on company-level engagement rather than individual leads. This strategic shift allows for better attribution accuracy and insights into the entire buyer journey, addressing the complexities of modern B2B decision-making. Early adopters report significant improvements in reaching companies and generating qualified leads.