B2B Personalization: Delivering One-to-One Experiences to Buyers - eMarketer
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B2B Personalization: Delivering One-to-One Experiences to Buyers

eMarketer Report

By: eMarketer

Published: May 03, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

With more data about their target audience and a maturing marketing technology stack in place, it’s more possible than ever before for business-to-business (B2B) companies to deliver custom communications for both an individual buyer and specific accounts. But executing these strategies is rarely simple.

  • There is a full spectrum of customizing marketing communications, ranging from mass marketing all the way to true personalization. Building personas and focusing on simple segmentation are essential stepping stones that must be mastered on that journey to true one-to-one messaging.
  • B2B buyers want more content and experiences that are tailored to their company. They find personalization provides valuable assistance to their decision-making.
  • Data is a major hurdle to personalization. In order for B2Bs to understand their audience at either the buyer or the account level, multiple data sources must be brought together and used to craft and deliver messages that are relevant and personalized.
  • B2Bs tend to personalize email, advertising and website content most frequently. A few B2B brands are even executing these tactics in real time.
  • Of course, B2Bs can’t afford to ignore any channels, including sales and even offline interactions, if they want seamless personalization to be successful.
  • As B2Bs continue work to understand the value and feasibility of one-to-one communications and experiences, they must continue to refine their personalization methods.

"While only 29% of US B2B marketers surveyed by DemandWave in December 2016 used website personalization technology, about half of those who did said it was effective."

Table of Contents

The Journey to Personalized Marketing in B2B

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Using Data to Understand Buyers and Accounts

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Making Personalization Work in Every Channel

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B2B Personalization and the Future

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9 charts are included in the full report:

B2B Personalization: Delivering One-to-One Experiences to Buyers

US B2B Marketers Who Think Their Use of Website Personalization Technology Is Effective, Dec 2016 (% of respondents)

Using Data to Understand Buyers and Accounts

Methods Used by Their Company to Learn About Target Audiences* According to B2B Marketers in North America, Aug 2016 (% of respondents)

Data Sources Used by Content Strategists in North America and Western Europe* to Create Personalized/Targeted Content, April 2016 (% of respondents)

Making Personalization Work in Every Channel

Email Marketing Personalization Tactics that Are Most Effective vs. Difficult to Execute According to Marketers Worldwide, Nov 2016 (% of respondents)

Website and Content Personalization

Most Effective Uses of Marketing Data According to US B2B Marketers, April 2016 (% of respondents)

US B2B Marketers Who Use Website Personalization Technology, Dec 2016 (% of respondents)

US B2B Marketers Who Think Their Use of Website Personalization Technology Is Effective, Dec 2016 (% of respondents)

Personalization Across Channels

Leading Sales Objectives According to Sales Professionals Worldwide, Aug 2016 (% of respondents)

B2B Personalization and the Future

Implementation of Personalization Strategy According to Senior Marketers Worldwide, Dec 2016 (% of respondents)