Technology now plays an instrumental role in the hiring and recruitment industry. In fact, in the world of digital marketing, one can draw parallels between the seemingly distinct talent and customer acquisition process. In a customer acquisition process, a business starts off by developing marketing content, which may contain ads press releases, white papers, blogs and lead-capture landing pages. This content is then used to generate sales leads for the business, which are further nurtured until they become fully qualified buyer leads. The entire workflow is made possible by what is known as Marketing Automation – a process by which the launching and monitoring of required tasks for the purpose of lead generation can be automated.