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The world as we live in it today is not the same as it was even ten years ago. We’ve experienced a technological revolution unlike any we’ve ever seen before, and with the inception of artificial intelligence, predictive analytics, big data and cloud storage, and advanced automation, it has become far too easy to fall into a set-and-forget mentality.

As we pursue the latest trends, the latest best practices, the latest response methods, we become entangled in a network of tools and processes, and as we travel further down that road, we begin to lose sight of where we came from. We begin to forget that marketing – lead, demand, pipeline, sales, and the rest – is all about the people.

This isn’t a blog post advocating we use technology less – quite the opposite, actually. Technology isn’t going away, so we need not fear the new tools at our disposal, but rather, we should better learn how to integrate these tools with a human-centered approach. Because at the heart of everything you do – behind the computer screen and on the other side of that phone call – are people. And people respond to people.