MX

Wonderful news! Last night at the 2026 Effie Awards Gala in NYC, our team at MX, our partners Gregory Welteroth Advertising, and our clients from Okta took home a SILVER EFFIE for our work with on Okta’s “It’s Possible” campaign.

In cybersecurity, a market dominated by tech giants and fear-based messaging, we proved that excellent strategy and great creativity can cut through the noise and drive massive market effectiveness. We were the only B2B agency to take home an award and we might be the only pure-play B2B agency with an EFFIE on the shelf.

Huge congratulations to the incredible teams who made this B2B work shine so bright!

An Effie?! It’s possible. 😊

Next week, MX and Okta will receive an Effie Award for advertising effectiveness. We’re honored to be recognized alongside incredible company.

Why did an identity and access management brand win in the “David & Goliath” category?

Because in a cybersecurity market crowded with giants and fear-based messaging, Okta’s “It’s Possible” campaign took a different approach. Instead of leaning into ominous warnings, Okta shifted the conversation from protection to possibility, from jargon to humanity, from fear to freedom.

And did it without the budgets of the category’s biggest players.

Okta proved that great B2B marketing isn’t about having the biggest budget. It’s about pairing the right strategy with the right media to create outsized impact.

At the intersection of advanced technology and a genuine love for animals, this work holds special meaning for our team. We’re pleased to see it recognized by MediaPost.

The brief was clear — and complex. HT Vet needed to capture the attention of time-pressed veterinarians, reinforce deep scientific credibility, and distinguish itself in a category defined by sameness.

Led by Paul Hirsch, our team partnered closely with Asher Fink to develop a creative platform that is both visually distinctive and purpose-driven — supporting the adoption of Vista iQ non-invasive scanners and enabling earlier cancer detection in dogs.

Work like this reminds us that when innovation and empathy align, meaningful impact follows. ✨

https://hubs.la/Q04dnz2t0

The MX Group Promotes Vista IQ's Cancer Scan For Dogs The noninvasive tool is important for pets and owners.

Many B2B dashboards offer "dead-ends" instead of real insight. The reason? They’re built on a flawed assumption: that the buyer’s journey is a tidy, linear path. In reality, buyers zigzag, loop and return, making traditional metrics — often just vanity metrics — ineffective.

Matthew Binz, senior director of martech and applied intelligence at MX, says the shift for B2B marketers is moving from counting activity to mapping relationships. The ‘goldmine’ data (such as product usage and support interactions) often remains siloed, ignored in favor of the easiest numbers.

The solution is to trade the flat spreadsheet for a dynamic map: Take a "network view" to see every customer, touchpoint and asset as an interconnected ecosystem.

It’s the only way to effectively measure impact, rather than simply measuring performance. Ownership of this network view is essential for truly understanding and influencing the modern B2B buying process.

Why B2B marketers need to think like cartographers, not accountants This content is produced by a member of The Drum Network, a paid-for membership club for CEOs and their agencies who want to share their expertise and grow their business.