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One of the key trends that people have come to me and asked about over and over again is the use of technology. How do I use technology to make our marketing more efficient? How to measure things better? So really, marketing is moving less from a creative discipline and more into an analytical and technical discipline. It's no longer just about looking at one technology platform or just email marketing. It's really about thinking about how that integrates and plays a part with different tech as well. So thinking about how that integrates with your video marketing or with your website or different experiences through many different channels. Video is a great channel for a great medium for getting that point across. Some people prefer to use PDF case studies. Some people prefer to attend webinars. But a lot of people, they want to consume a video on their phone when they're on the go. You see somebody saying something. You are literally looking them in the eyes. And as humans, it's how we can pick up information so much faster, process it much more accurately, and it can convey a message to someone else much easier when we've literally seen and heard someone convey the message. So I guess one of the key trends that I'm really excited about is just the concept around account-based marketing. The account-based marketing approach is no longer just an industry term. We're finally in our profession starting to see some real tangible results. We know that decision makers are more than one now. So how do we leverage a strategy to have constant communication across the organization to know what are our qualifications, what are our gaps? Measure from day one. It's important to know how your program is doing and what you've been successful at. You don't have to make account-based marketing into something really huge. You can start small, start very small and do it in a very iterative process. So choose your accounts, fill out your contacts, and then connect with those contacts in a very creative way.
