The Tactical Guide To B2B Personalization

Best Practices & Processes For Bringing Personalization Into Marketing, Sales Conversations

B2B buyers’ tolerance for generic messaging is growing thin. They are increasingly expecting and demanding relevance at all stages of the buying cycle. Therefore, the old mass marketing playbook is quickly becoming obsolete, meaning B2B marketing and sales teams must flip the script to provide targeted, contextual customer experiences to their audience.

Recent Gartner research stated that companies that have invested heavily in online personalization will outsell companies that have not by more than 30%. This signals how personalization is becoming a bigger competitive differentiator in today’s crowded buying market.

Demand Gen Report’s 2017 Lead Nurturing & Acceleration Survey Report showed that close to half (47%) of marketers are practicing personalization within their nurture strategies. The publication’s 2017 ABM Benchmark Survey Report also revealed that 38% of respondents said personalization at scale towards target accounts was their biggest challenge.

Read this in-depth guide to get tactics, best practices and industry use cases detailing how B2B companies are moving the needle with their personalization capabilities.

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