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Key takeaways Personalization doesn’t mean the same thing for every team. Lean B2B teams typically personalize using known data and defined audiences, while enterprise teams often optimize at scale using large datasets and long learning cycles. Lean B2B teams need personalization tools that are fast to deploy and easy to...
Back in May, with the world reeling from the first wave of the pandemic, Amazon quietly leaked an extremely important piece of information: they had changed the date of Christmas. In a manner of speaking, at least. As The Hill reported at the time, what they actually announced was that...
When HBR asked for one-word responses to how their complex-solutions purchase processes felt like, thousands of B2B buyers said that it was: “hard,” “awful,” “painful,” “frustrating,” and “minefield.” In another survey of B2B customers, Gartner found 77% of the respondents stating that "their latest purchase was very complex or difficult."...
The bottom line is: personalization drives business growth. It doesn’t matter if your focus is retail, SAAS, media or business services, the killer combo of technology and big data has completely revolutionized the personalization possibilities. At its core, personalization refers to customizing a person’s experience to cater to their individual...
If you’re involved in the world of marketing and/or product development, you’ve probably heard about this new thing called "the privacy paradox." Essentially, it encapsulates the concept that there’s a discrepancy between consumer attitudes and their actual behavior when it comes to how companies use their information. According to different...
B2C personalization is everywhere. And to be frank, it is supposedly easier to implement than its B2B counterpart. So what is the best practice or approach to B2B Marketing personalization at scale? That is what we are going to explore in this short article. Thankfully, this is the age of...
