Personalization has come a long way in B2B marketing, and marketers no longer can avoid the trend. Forty-one percent of B2B marketers say they are most likely to adopt personalized content in the next 12 months over any other website feature or functionality. Episerver data indicates that 92% of B2B marketers think a brand cares about their experience or are getting a better experience when a company personalizes content on its website based on online behavior.

Adding in tokens is a great way to personalize messages going out to clients in your CRM, but as marketers we cannot stop there! We need to dig into a deeper level of personalizing customer relationships from start to finish. A tailored content journey must be used to talk to your different buyer personas in every stage of the buying process.

The urgency for personalization is increasing as B2B marketers themselves understand the value of receiving messages and content with information pertinent to them. Personalization can mean a lot of different things to different marketers, but I think we all can agree that it comes back to relevancy. We need to make sure we are sending relevant messages to relevant audiences at relevant times.

— Emily Snyder – Marketing Manager, Demand Generation