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Regardless of size, McKinsey & Co. says that businesses are experiencing a 15-20% higher ROI by using data-centered approaches to marketing. And the only way to maximize efficient data management is with the help of technology. SMBs can benefit from martech because it enables them to better manage customer relationships, track marketing performance through analytics, and automate marketing activities. And businesses worldwide are seeing its effectiveness.

Data is a powerful resource, and the lifeblood of marketing, but so many businesses, especially smaller startups, fall into one of two traps when it comes to the information they collect. Some simply neglect data collection altogether, or fail to use the data they do have at their disposal, while others collect so much that it overwhelms them. Both of these scenarios spell disaster for effective, data-driven marketing.

Content marketing is a major growth driver for a lot of businesses today, and Wolfgang Rückerl affirms its powerful role in growing his blockchain startup Entity. Focusing on valuable information, crisp graphics, and thorough explanations of the company’s more technical aspects, Robert has built up a solid community of users for his app.