The future of B2B marketing: ABM and AI

If you've been in marketing for a while, you've probably come across a copy of Don Peppers and Martha Rogers' book, "The One to One Future." Written in the 1990s, the book painted a bright future -- one where marketers could connect with their audiences on a more personal, one-to-one level. The idea was simple: all of the new technology and data flooding marketing at the time would pave the way for personalized, incredibly relevant customer experiences. In fact, I'd argue that the technology we've deployed has, in many cases, pushed us further away from that 1:1 connection. We've taken innovative technologies and platforms like marketing automation and digital advertising and used them to spam our audiences with millions of untargeted, irrelevant messages.