Two years ago, based on our buyer behavior research, ITSMA introduced the new 4Ps of marketing. Today, the 4Ps are more relevant than ever, especially personalization. Buyer expectations continue to rise and technology is constantly evolving. Therefore, everything that marketing does must continue down the personalization path. Marketers need to harness technology to gain greater insight into buyers’ wants and needs, however they must not lose sight of the need to make marketing both personalized and personal.
In a recent ITSMA study conducted with 69 B2B marketers, we discovered that 36% of respondents believe that personalization is extremely important to their organization’s marketing strategy and plans, and that within two years this figure will more than double.
Julie Schwartz, Senior Vice President, Research & Thought Leadership and Donna Thach, Manager of Research, Data, & Analytics share highlights from the study in this ITSMA briefing, which also features case studies on marketing best practices to personalize engagement. In their analysis to see what the personalization leaders are doing differently from the laggards, they identified seven areas of differentiation.
These seven areas are the lessons for B2B marketing personalization to help you up your game:
- Prioritize data and insight to personalize beyond demographics
- Augment internal data sources with third party data
- Design content for personalization
- Personalize throughout the entire relationship cycle
- Elevate sales as an important channel for personalization
- Encourage data-driven experimentation
- Invest in people, not just tools
The bottom line is that buyers want personalization and it’s proven to deliver results. View the webcast or download the presentation slides to learn more.