DIGITAL MARKETING: Turning on to marketing technology
As marketers come under increasing pressure to justify their budgets, they are turning to technology to help measure and demonstrate the return on investment of campaigns. We investigate the tech available and how to harness its power
In an economic downturn, B2B marketers can struggle to reach key decision makers, something that makes generating leads and acquiring new customers that much harder.
The keynote speaker at this year's TFM&A event (see p34) is BBC marketing's head of technology Mark Kelleher. He says B2B marketers face tough challenges ahead and must use technology to their advantage or risk losing out to their competitors.