How to: Get the most out of marketing technology

Danny Bluestone, CEO of Cyber-Duck, explores the best strategy for businesses to get the most out of marketing technology

Once, B2B marketers just focussed on lead generation and passed conversion over to sales. Now, in the age of digital marketing, we must harness the power of marketing technology (martech) to analyse and drive the customer experience. We can push customers towards conversion through optimising their journey and the performance of our communications, platforms and campaigns.

Here are five ways you can make the most of the tools available by introducing them effectively into your marketing mix.