Personalization has become expected in a technologically advanced world. People want relevant recommendations for their problems or lives.
B2B buyers also appreciate tailored approaches, with research finding that 77% won't make a purchase without personalized content. However, only 40% of B2B marketers believe they are effectively using personalization techniques.
With the growth of digital access and capabilities throughout the B2B marketing technology stack, there are more opportunities for personalization, aided by the use of artificial intelligence. Companies who embrace personalization can expect improved conversion rates, relationship-building, and increased retention rates.
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Personalization: The Secret Weapon B2B Companies Are Not Using
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B2B buyers are increasingly being influenced by personal decision drivers, such as how comfortable they feel with a vendor, vs. professional drivers, such as pricing, according to recent research.
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