The Marketing Strategist:

The Most Effective Path to B2B Marketing Personalization

March 28, 2019

  • Featured Article, Content & Communication

B2B buyers place greater value on ideas that are personalized because they are more relevant and engaging. Therefore, marketers need to continue down the personalization path.

ITSMA’s How Executives Engage research with buyers shows that personalization is most effective when solution providers communicate their deep understanding of the buyer’s industry and business issues.

We asked about the importance of solutions providers personalizing their content via different dimensions. The most important ways buyers want to see information personalized is by industry and their own unique business issues. To a lesser extent, they also want to see personalization based on their role, geographic location, and size of company.How Executives Engage - Personalization

Additional data from the ITSMA study corroborates these findings. Knowledge and understanding of the buyers’ industry is the #1 solution provider selection criterion. And 68% of the study respondents say it is important for solution providers to proactively make recommendations for improvements and innovations based on their knowledge of the client’s business.

How Executives Engage. Knowledge and understanding.

B2B Personalization Best Practices

There has been a lot written about personalization in consumer marketing. All the best case studies come from B2C companies such as Amazon, Netflix, and ThirdLove. We at ITSMA think it is time to shine the light on B2B. We want to know how the best-practice B2B services and solution providers are personalizing their marketing. What’s working and where are the challenges?

You can help us answer these questions by taking the 2019 B2B Marketing Personalization Survey.

Take the ITSMA B2B Marketing Personalization Survey

The survey will enable you to contribute to this valuable industry research on personalization in B2B. To thank you for your time (approximately 8 minutes), we will send you a copy of the report containing valuable insights about how you and your peers are using personalization to market to B2B enterprises.

Click here to take the survey or go to:
We will keep all your responses confidential, reporting only in aggregate. The deadline for the survey is Wednesday, April 3, 2019. We appreciate your valuable input!


Want the latest news from ITSMA?

Subscribe to our newsletters and alerts for ITSMA blog posts, research publications, events, and more.

Further reading