Marketers can expect plenty of shiny new toys to play with in 2018. But that’s not going to get us there.

Here’s four things NOT to do in 2018, and one unsexy – but important – thing marketers must get right. When you are a marketer struggling to gain awareness and drive conversions, it’s easy to get excited about the latest great technology that someone says is going to help you win customers or improve relationships or make your customer happier.

It’s so easy to get caught up in the whirlwind and buy; especially when most tech today is subscription based. Everyone wants in on the account based marketing (ABM) game.

But Hyland said it’s not a one-size-fits-all strategy. Its value depends a lot on the market you serve.

If you are selling to the masses – it’s not the right approach. If you are dealing with high dollar/high-value products and services, it makes more sense. Read more from…

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