The task of understanding and exploiting the opportunities that optimal use of data and technology can bring to B2B marketing is invariably undertaken for one of three reasons: Because leads are drying up – it’s a distress purchase Because there is a sense that you’re missing out on something – again a distress purchase It’s part of an on-going developing marketing programme – an operational, day-to-day decision This whitepaper examines these scenarios and advises on the pitfalls and opportunities of each, including where technology delivers key value-adds that can be included at different stages of B2B marketing development. Technology and data options include CRM, research, web and behavioural metrics and marketing automation. However, what is rarely evaluated is the dramatic and often-disruptive impact that a technology-powered B2B marketing strategy can have. This whitepaper will make sure you're prepared for all eventualities.