Rethinking What Success Looks Like in B2B Marketing

What does it really mean to measure what matters in modern marketing? Michelle Reed shares bold perspectives on the biggest challenges facing B2B marketers today—from why click-through rate might be the “laziest” metric, to how teams can prioritize awareness, reach, and real downstream impact. She also explores how smarter retargeting strategies are evolving and unpacks one of the industry’s biggest tensions: the pull between short-term revenue pressure and long-term growth.