The gloves have come off and marketers now are playing for keeps. Right now, it’s the best of times and the worst of times for business marketing. On one hand, there are unprecedented opportunities for reaching potential customers with precisely segmented messages, quantifying the impact of marketing campaigns, and understanding customers through a vast stream of data. On the other hand, every business is in the same game, consumers are savvier and wearier of marketing tactics, and tools such as automation and analytics challenge businesses to keep up with the competition as much as they offer a competitive advantage. Businesses…

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