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Data-driven marketing has become the focus. You only have to look at the job specs for new recruits today. Yet excellent marketing still needs the creative, strategic insight – a blending of art with science to increase brand authority and influence, protect reputation and drive revenue. A key challenge for Chief Marketing Officers is to get the technology right – in other words which software packages to use – but ultimately strategy still needs to determine its usage. Take website optimisation, also known as A/B testing, as an example. Technology is used to compare two versions of a web page to check which one performs better. The right creative and messaging still needs to be developed but the tech part ensures your efforts hit the right notes with the audience. Technology actually enhances the opportunities to be creative by enabling marketers to understand which channels to use for differing messages, whether for instance video content will work and where to place it. In terms of search and qualifying leads for business to business (B2B) organisations, automation can be particularly helpful. For example, if your SEO attracts attention, you can use automation to pre-qualify, manage and nurture inbound enquiries, then segment your audiences and set up alerts. Automation can also be used holistically to manage the whole sales cycle in B2B, from your marketing and communications, through to Customer Relationship Management (CRM) and sales.

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