Technology has provided marketers with the potential to reach people at a scale that would simply have been impossible just a decade or two ago. A single person can send thousands of emails a day, collect vast quantities of data and open up opportunities all over the world.
However, marketers have not used these tools responsibly. The traditional approach to demand generation is no longer working as buyers switch off under a mountain of approaches. And on top of this, regulations are now threatening hefty fines to those who market without consent. So what needs to happen?
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