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.
Momentum 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.