For many, there are few things more satisfying than receiving an email confirmation for a flight just booked to a tropical location for a much-needed vacation. Most people love traveling, especially to favorite destinations or to explore new locales. The opposite of that feeling? The immediate pang of anxiety a consumer feels when getting a notification for a ticket that they in fact never purchased.

DMARC adoption rose a tepid 1% in the first quarter of the year, with the rate of growth slowing compared to the last three months of 2018, according to our latest report on email security trends. That said, nearly 90% of Fortune 500 businesses remain unprotected against email-based impersonation attacks targeting their customers, partners, and other businesses. But Australian companies lead their peers around the world in putting the public at risk.

Imagine this scenario: you call your high-profile client on your way into the office to check in and see if they’re ready to make the multimillion-dollar down payment on a new property. They tell you they wired it yesterday, following your email instructions. But you never sent them an email.

Now you have to tell your client that that email didn’t come from you. Except that it did—or at least from someone using your email address. And now that someone has your client’s money.

Adoption of Domain-based Message Authentication, Reporting, and Conformance (DMARC) has seen modest growth in recent months, with 6.1 million domains now possessing valid DMARC records, according to our new Q1 2019 Email Fraud & Identity Deception Trends Report.

That's up from 5.3 million in October—a 15% increase in the number of domains protected against email-based "brandjacking" scams that target consumers and businesses by impersonating trusted brands.

First, An Apology

Sorry, demand generation professionals.  We still love you and your jobs aren’t going away.  But, as you are well aware, the B2B buyer journey has changed—dramatically. Your roles, measurements, data sources, and tool sets have also transformed.  All for the better.