Regardless of the marketing approach - platform, sector, segment, account-based - the conversations around engagement, conversion and attribution are ongoing. However, always overlooked is the fact that we need to get to individuals as people.
This article is quite an interesting take on the subject.
When I think about the marketing campaigns that have grabbed my attention and made me want to engage, the thing they all have in common is that they speak to me as a human being, not generically as the CMO of a martech company. Personalization draws me in, entices me to explore what the vendor has to offer, and then compels me to share those findings with my colleagues.