Forward thinking organisations are increasingly prioritising customer experience as a route to customer retention and growth. With the ever-changing technology landscape, integrating data into your marketing decisions is key to a successful strategy. However a new B2B Data Activation Report from Dun & Bradstreet and Forrester Research found that only 52% of companies are using data to make marketing decisions. The rest, as eMarketer notes, “are relying most heavily on intuition and experience.”
For businesses to thrive, using evidence-based marketing will help deliver relevant, personalised content, with the flex to continually adapt. Identifying and listening to your audience is key, creating an accessible, personable feel is imperative. Customers want to interact with the companies they choose.
Candidates with skills in this fast-emerging area are in demand, so it’s essential to pick the right partner when recruiting.