The popularity of personalization in B2B marketing has skyrocketed – and for good reason: 55% of of B2B sales and marketing professionals say personalization leads to higher rates of conversion and future growth. Personalization is critical to connecting to buyers, but when done wrong, buyers can feel alienated. To prevent personalization missteps, marketers should understand the basics of what personalization is (and isn’t). Demetra Edwards of Search Customer Experience discusses seven core benefits of a personalized marketing content strategy.
