This Week’s Most Popular News Stories

See below for this week’s top news stories on B2B marketing as voted for by our followers on Twitter.

1. Influencer marketing is growing

With ad blockers being used more than ever before, brands are now looking to influencer marketing to reach potential audiences.

Influencer marketing is where brands identify the individuals that have influence over potential buyers and create marketing activities around these influencers.

2. Using personalisation to aid the user experience

Personalisation is top of the agenda at the moment.

However, typically as email marketers we focus on what we think users want, and not always what they need, especially from an accessibility and user experience point of view.

3. 69% of digital and  tech managers argue soft skills are overlooked

Digital and tech managers believe the industry is suffering due to an over-focus on hard skills, according to research by The Candidate.

The study revealed 57% of digital and tech managers feel there is too much focus on hard skills, while a further 69% argue soft skills are often overlooked compared to the hard skills required for technical roles.

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