TECHNOLOGY: Picking the perfect platform

Marketing technology is growing as a popular solution to weather the recession, and is making its presence felt in all facets of B2B marketing. Where once few applications existed, now a whole raft of platforms offer your business the opportunity to integrate software systems that can handle everything from email marketing, to customer relationship management. Technology has also delivered unprecedented levels of analysis and tracking that has long been common in the B2C sector, but is now available to even the smallest B2B enterprises.