DEMAND GENERATION: Data versus creativity

Does data or creative distinguish the best of today’s B2B campaigns or – like Leonardo da Vinci demonstrated – does true genius emerge from combining art and science? 

As we go online in our droves, reading reviews, comparing offers and considering purchases, we are building up to the ultimate click that confirms payment. And with the growth of digital marketing channels and web analytics offerings, never before have marketers been able to track the behaviour of their customers and prospects throughout the buying process with such accuracy.