Technology is often seen as the answer to every marketing initiative, but it cannot replace the human element that is such a fundamental part of new people-based approaches such as account-based marketing (ABM). The discussion around ABM has become dominated by technology, to the extent that many marketers believe ABM to be a tool, rather than a people-oriented approach or strategy. This is one indicator that ABM is still a majorly-misunderstood concept in our industry. Yes new technologies can help increase the power of ABM, but there is still a human element marketers can’t forget. Find out how to strike the right balance between your marketing technology and the people who power it.