🎛️ Marketing leadership tips for uncertain times

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Plus, what dashboards miss about channel performance, the FTC throws brand safety out the window and more.

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Jun 26, 2025

Uncertainty and unease are in a race for Word of The Year.

There are geopolitical tensions in several areas of the world. On-again, off-again tariffs keep the economy on edge. All of these things impact our work and private lives.

I kicked off season 2 of our Conversations with MarTech series by chatting with Lisa Cole, an award-winning marketer and CMO of 2X, about how to lead a marketing organization through times of uncertainty. Give it a watch for practical advice on weathering the storm.

Also, MarTech contributor Brianna Miller makes the case for brand awareness and demand gen as the “power couple” of B2B marketing.

Mike Pastore
Editorial Director

B2B marketing

Are brand awareness and demand generation rivals, or the ultimate power couple?

Brand or demand? Why not both? Learn how integrated strategies can boost trust, drive action and maximize your marketing ROI.

Marketing analytics

What your dashboards reveal about channel performance — and what they miss

Not all high-performing channels drive results. Some just show up better in reports. Here’s how to spot the difference and optimize smarter.

Digital advertising

FTC says Omnicom deal is OK, as long as there’s no brand safety involved

The world's largest ad agency is forbidden from using 'political or ideological' viewpoints to determine where an ad should run.

Marketing artificial intelligence (AI)

1 in 4 still aren’t using AI. Where does your team stand?

While most research pros say they’ve adopted AI, some roles lag behind. Get the stats and insights your agency needs to benchmark where you stand—and where to grow.

Conversations with MarTech

How to lead marketing through economic uncertainty

Marketing in a downturn feels chaotic. But it doesn’t have to. Lisa Cole shares how to regain control with audits, AI and bold GTM moves.

Marketing artificial intelligence (AI)

AI fatigue is real, and it’s costing brands more than engagement

From gaming to marketing, backlash against AI is growing. Here's how to navigate the disillusionment phase wisely.

MarTech intelligence reports

Still relying on third-party cookies?

You’re not alone—but you might be left behind. Learn how identity resolution platforms help you connect fragmented customer data into actionable profiles.

Marketing technology

3 tools every martech pro needs to turn strategy into action

When juggling projects, platforms and people, these practical tools — from RACI charts to product catalogs — help keep initiatives on track.

What else we're reading

Good reads and conversations to help good marketers get better.

Are podcast appearances the new backlinks? AI creates efficiencies, so we demand more efficiency Does it make sense for marketers to learn how to create AI agents? A moment of silence for the LinkedIn Company Page MIT “ChatGPT makes you dumber” study makes you smarter It is still a good time to get into digital marketing

MarTech research

Surveys and research reports to make you a more-informed marketer

NEW! Get the 2025 State of Your Stack Survey report by downloading the PDF, flipping through a carousel, listening to a discussion of the results or watching the keynote session from the Spring 2025 MarTech Conference — all without registration.

MarTech Intelligence Reports are in-depth, independent and indispensable. They’re designed to help marketers navigate the martech landscape with questions to ask during the buying process, vendor profiles and more.

Download your Intelligence Report today:

NEW! Enterprise Digital Asset Management Platforms Generative AI for Content Creation B2B Data Enrichment and Hygiene Email Marketing Platforms Identity Resolution Platforms Marketing Work Management Platforms Marketing Automation Platforms Customer Data Platforms. Call Analytics and Conversational Intelligence

What they're saying

“Think about brands like HubSpot, Salesforce and Adobe. They’ve mastered combining long-term brand building with effective demand campaigns. Their success shows that focusing on the bigger picture, rather than just short-term wins, drives real growth.” – Brianna Miller in Are brand awareness and demand generation rivals, or the ultimate power couple? “This is where great marketers rise above good reporting. Great marketers shift their focus from ‘what performed?’ to ‘what influenced?’” – Angelina Eng in What your dashboards reveal about channel performance — and what they miss.