B2B Marketing Personalization Survey: Valuable Lessons from Industry Leaders

  • Author(s) Julie Schwartz, Donna Thach
  • Published May 1, 2019
  • 65 Pages
  • Category Content & Communications
  • Type Member Research, Benchmarking
  • 65 Pages
  • .PDF Format

Two years ago, based on our buyer behavior research, ITSMA introduced the new 4Ps of marketing: personalized, proactive, people influenced, and proven. 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 and deliver personalized content, however they must not lose sight of the need to make marketing both personalized and personal.

ITSMA’s B2B Marketing Personalization Study, conducted with 69 B2B marketers in March 2019, shows 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. Personalization delivers business results and impacts the 3R’s of marketing – revenue, reputation, and relationships. We asked marketers what impact personalization has on their organization, and for all of these key business metrics, half or more reported that personalization outperforms. In particular, personalization has the strongest impact on client engagement and client relationships. 

The report also reveals what the personalization leaders are doing differently from the laggards, and we’ve identified seven key lessons:

  • 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

Personalization is one of the hottest trends in B2B marketing for a very simple reason: It works. Read the executive summary and report to learn more about the findings.


  • Survey invitations were emailed during March 2019 to ITSMA member companies and Marketing Strategist subscribers
  • 69 people completed the survey–Primarily marketers at B2B technology and business services companies completed the survey
  • 55 unique companies represented

Participating Companies

The full report is available at no additional fee to ITSMA member companies that participated in the study. Non-member companies that participated in the study are eligible to receive an executive summary.

  • Aspire Systems
  • Atos
  • Autodesk
  • Avanade
  • Birlasoft
  • Bonfire Marketing
  • BT Global
  • Capgemini
  • Cincom
  • CompuCom
  • Conduent
  • Covance
  • Dataminr
  • Dell Technologies
  • Demandwhiz LLC
  • DXC
  • Echoworx
  • Elsevier
  • Ericsson AB
  • EXL Service
  • EY
  • Finastra
  • Fujitsu
  • HCL Technologies
  • HERE Technologies
  • HTC Global Services
  • Huron
  • IBM
  • Invenco Group, Ltd.
  • Iteris
  • KPIT Technologies
  • KPMG
  • Last Mile Insight
  • Lattice Engines
  • Microsoft
  • NIIT Technologies
  • Palo Alto
  • SAP 
  • SAS
  • ServiceNow
  • SiriusDecisions
  • Slalom
  • SPR
  • Thirdware Solution, Inc.
  • Tieto
  • T-Systems.com
  • Uberflip
  • Unisys
  • USoft
  • Verizon Connect
  • VMware, Inc.
  • Vodafone Idea Limited
  • Wolters Kluwer


For non-participating companies, this report is available for sale at member and non-member prices.

This document is available at a reduced rate to employees of an ITSMA member company. It’s also available for sale to non-members.
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