SlideShare a Scribd company logo
B2B Marketing
Personalization Survey
Julie Schwartz,SeniorVice President,Research and Thought Leadership,ITSMA
Donna Thach,Manager,Research,Data,and Analytics,ITSMA
ITSMA Survey Report | April 2019
Valuable Lessons from Industry Leaders
A B B R E V I A T E D S U M M A R Y
This abbreviated summary highlights some of the most significant findings of ITSMA’s B2B Marketing Personalization Survey,March 2019.
A more in-depth analysis can be found in the full report:
https://www.itsma.com/research/b2b-marketing-personalization-survey-valuable-lessons-industry-leaders/
2SV4607A © 2019 ITSMA. All rights reserved. www.itsma.comB2B Marketing Personalization Survey | Abbreviated Summary
We are at the
beginning of the
personalization
journey
Twoyears ago,based on our buyer behavior
research,ITSMAintroduced the new 4Ps of
marketing: personalized,proactive, people
influenced,and proven.Today,the 4Ps are more
relevantthan ever,especiallypersonalization.Buyer
expectations continue to rise and technology is
constantly evolving.Therefore,everything that
marketing does must continue downthe
personalization path.Marketers need to harness
technologyto gain greater insight into buyers’
wants and needs and deliver personalized content,
howeverthey must not lose sight ofthe need to
make marketing both personalized and personal.
Personalization is one ofthe hottest trends in B2B
marketing for averysimple reason: Itworks.
Personalization delivers business results and
impacts the 3 R’s ofmarketing–revenue,
reputation,and relationships.We asked marketers
what impact personalization has on their
organization,andfor all ofthese keybusiness
metrics,halfor more reported that personalization
outperforms.In particular,personalization has the
strongest impacton clientengagement and client
relationships.
Itis still early days forB2B marketing
personalization.The importance to the marketing
strategy is setto double overthe nexttwo years.
Some companies,howeverare ahead ofthe pack.
Here arethe seven lessons we all can learn from
the B2B Marketing Personalization Leaders:
1. Prioritize data and insightto personalize
beyond demographics
2. Augment internal data sources withthird
party data
3. Design contentfor personalization
4. Personalize throughout the entire
relationship cycle
5. Elevate sales as an important channel for
personalization
6. Encourage data-driven experimentation
7. Invest in people,not justtools
The bottom line isthat buyers want
personalization and it’s proven to deliverresults.
Introduction
Note: % of respondents who rate personalization a 9 or 10 on a scale where
1=Not at all important and 10=Extremely important. (N=69)
Source: ITSMA B2B Marketing Personalization Survey, March 2019
Personalization is extremely
importantto my organization’s
marketing strategy and plans…
36% 78%today two years from now
3SV4607A © 2019 ITSMA. All rights reserved. www.itsma.comB2B Marketing Personalization Survey | Abbreviated Summary
Methodology List of participating companies (select)
Source: ITSMA B2B Marketing Personalization Survey, March 2019
69 respondents from 55 companiesWeb-Based Survey
Survey invitations were emailed
during March 2019 to ITSMA
member companies and
Marketing Strategist subscribers
Primarily marketers at B2B
technology and business
services companies
completed the survey
Unique companies
represented
69
55
60%
> $1B in annualrevenue
B2B Marketing Personalization Survey | Abbreviated Summary | SV4607A © 2019 ITSMA. All rights reserved. www.itsma.com 4
Why is personalization
important?
1. Buyers want it
2. It delivers results
B2B Marketing Personalization Survey | Abbreviated Summary | SV4607A © 2019 ITSMA. All rights reserved. www.itsma.com 5
How are marketers
personalizing today?
Personalizing by demographics is the most commonly
used technique
90% Demographics 61% Behavior-based 49% Explicit
• Account segment
• Role
• Buyer segment
• Buyer persona
• Behavior-based
triggered messaging
• Predictive
• Prescriptive
• Cognitive
• Stated preferences
The most common channels for personalization
are email and in-person events
Many marketers are tailoring their content;
some are even creating bespoke content
Most personalization is happening at the top and middle
of the funnel
Source: ITSMA B2B Marketing Personalization Survey, March 2019
24% 76%
How is your
marketing
organization
personalizing
content/thought
leadership
development?
% of respondents
(N=67)
We customize
and/or tailor
our content/
thought
leadership
We do not
customize
or tailor
the
content
itself
Note: Multiple responses allowed. Showing channels used by >50% of respondents. (N~65)
Source: ITSMA B2B Marketing Personalization Survey, March 2019
Email, electronic newsletters
Corporate website, microsites,
landing pages
Social media
Advertising online/paid search/
promoted posts
In-person events/meetings
Executive briefing and
innovation centers
Sales support collateral
and tools
Top Digital Channels Top Offline Channels
At which points
in the prospect/
client
relationship
cycle is your
organization
personalizing
marketing?
% of
respondents
(N=69)
Note: Multiple responses allowed.
Source: ITSMA B2B Marketing Personalization Survey, March 2019
Awareness and discovery
(top of the funnel)
Interest and solutions research
(middle of the funnel)
Confidence and purchase
(bottom of the funnel)
Adoption, usage, loyalty, and
advocacy (post-purchase)
65%
74%
52%
30%
B2B Marketing Personalization Survey | Abbreviated Summary | SV4607A © 2019 ITSMA. All rights reserved. www.itsma.com 6
Despite these
efforts,
63% struggle to
make marketing
personalization
effective.
Source: ITSMA B2B Marketing Personalization Survey, March 2019
Marketing
personalization
is a complex
competency beset
with challenges
“Bandwidth and resources
to create personalized experience”
“Having sufficient content/creative
to support personalization at scale”
“Having the right tools/ processes
in place to personalize”
B2B Marketing Personalization Survey | Abbreviated Summary | SV4607A © 2019 ITSMA. All rights reserved. www.itsma.com 7
Some are successfully addressing
the challenges
Meetthe marketing personalization leaders
1
4
7
12
30
17
13
7
7
Not at all effective=1
2
3
4
5
6
7
8
9
Extremely effective=10
Overall, how effective have your organization’s personalization efforts been?
% of respondents (N=69)
Note: Mean rating based on a 10-point scale where 1=Not at all effective and 10=Extremely effective.
Source: ITSMA B2B Marketing Personalization Survey, March 2019
27%
Personalization leaders are building stronger
relationships,reputations,and revenue growth
What has been the
impact of your
organization’s
marketing
personalization?
% of respondents
who say
personalization
performs better
*Differences are statistically significant.
Source: ITSMA B2B Marketing Personalization Survey, March 2019
Leaders (N=19)
Laggards (N=50)
Prospect/client
level of
engagement*
Strength of
client
relationships*
Client
retention/
loyalty*
Closed
business/
revenue*
Brand
perception*
95
95
82
84
74
73
58
50
35
38
B2B Marketing Personalization Survey | Abbreviated Summary | SV4607A © 2019 ITSMA. All rights reserved. www.itsma.com 8
Seven lessons from the
B2B Marketing
Personalization leaders
1. Prioritize data and insightto personalize
beyond demographics
2. Augment internal data sources with third
party data
3. Design contentfor personalization
4. Personalize throughoutthe entire
relationship cycle
5. Elevate sales as an importantchannel for
personalization
6. Encourage data-driven experimentation
7. Invest in people,not justtools
Build core
content and
modular
assets that
facilitate
customization
Personalizethroughout the entire relationship cycle
*Indicates a statistically significant difference.
Source: ITSMA B2B Marketing Personalization Survey, March 2019
At which points in
the prospect/
client relationship
cycle is your
organization
personalizing
marketing?
% of respondents
Leaders
(N=19)
Laggards
(N=50)
Awareness and
discovery
(top of the funnel)
Interest and solutions
research
(middle of the funnel)
Confidence and
purchase
(bottom of the
funnel)*
Adoption, usage,
loyalty, and advocacy
(post-purchase)*
68
89
79
53
64
68
42
22
B2B Marketing Personalization Survey | Abbreviated Summary | SV4607A © 2019 ITSMA. All rights reserved. www.itsma.com 9
Buy the study
Member: $295*
Non-member: $695
Want to learn more?
For more information
Here’s what is included in the full study:
Julie Schwartz
SeniorVicePresident,ResearchandThoughtLeadership
ITSMA
jschwartz@itsma.com
+1 407 788 8220
@julieitsma
*The report is available for no additional fee to current ITSMA members that
responded to this survey and for sale at member and non-member prices to all
others. https://www.itsma.com/research/b2b-marketing-personalization-survey-
valuable-lessons-industry-leaders/
Page
Introduction 3
Abbreviated Summary 4
Detailed Findings 32
Methodology and Respondent Demographics 45
Crosstabs by Performance 50

More Related Content

What's hot

Engineering marketers' 2016 campaign plans research report
Engineering marketers' 2016 campaign plans research reportEngineering marketers' 2016 campaign plans research report
Engineering marketers' 2016 campaign plans research report
ENGINEERING.com
 
IAB Netherlands report: Report on Digital Marketing Innovation
IAB Netherlands report: Report on Digital Marketing Innovation IAB Netherlands report: Report on Digital Marketing Innovation
IAB Netherlands report: Report on Digital Marketing Innovation
IAB Europe
 
The CRM Buyer's Guide
The CRM Buyer's GuideThe CRM Buyer's Guide
The CRM Buyer's Guide
run_frictionless
 
SME Report-FINAL-web
SME Report-FINAL-webSME Report-FINAL-web
SME Report-FINAL-web
Andrew Harris
 
Building a Content Marketing Engine to Accelerate Revenue Growth - BreakingPoint
Building a Content Marketing Engine to Accelerate Revenue Growth - BreakingPointBuilding a Content Marketing Engine to Accelerate Revenue Growth - BreakingPoint
Building a Content Marketing Engine to Accelerate Revenue Growth - BreakingPoint
Online Marketing Summit
 
[NEW RESEARCH] Crafting A Digital Strategy
[NEW RESEARCH] Crafting A Digital Strategy[NEW RESEARCH] Crafting A Digital Strategy
[NEW RESEARCH] Crafting A Digital Strategy
Altimeter, a Prophet Company
 
Generate More Qualified Leads
Generate More Qualified LeadsGenerate More Qualified Leads
Generate More Qualified Leads
tengchuanhiang
 
The CMO And CIO Must Accelerate On Their Path To Better Collaboration
The CMO And CIO Must Accelerate On Their Path To Better CollaborationThe CMO And CIO Must Accelerate On Their Path To Better Collaboration
The CMO And CIO Must Accelerate On Their Path To Better Collaboration
sukiennong.vn
 
Digital transformation in sales: Evolving the Art of Customer Engagement
Digital transformation in sales: Evolving the Art of Customer EngagementDigital transformation in sales: Evolving the Art of Customer Engagement
Digital transformation in sales: Evolving the Art of Customer Engagement
Abhishek Sood
 
3 Steps to Creating a B2B Account-Based Marketing Strategy
3 Steps to Creating a B2B Account-Based Marketing Strategy3 Steps to Creating a B2B Account-Based Marketing Strategy
3 Steps to Creating a B2B Account-Based Marketing Strategy
Sagefrog Marketing Group, LLC
 
Green Hat B2B Marketing Outlook Report 2015
Green Hat B2B Marketing Outlook Report 2015 Green Hat B2B Marketing Outlook Report 2015
Green Hat B2B Marketing Outlook Report 2015
Green Hat
 
Technology for Marketers: Are you Engaging Effectively?
Technology for Marketers: Are you Engaging Effectively? Technology for Marketers: Are you Engaging Effectively?
Technology for Marketers: Are you Engaging Effectively?
Ruder Finn UK Ltd
 
Australian B2B Marketing Outlook 2015 EC
Australian B2B Marketing Outlook 2015 ECAustralian B2B Marketing Outlook 2015 EC
Australian B2B Marketing Outlook 2015 EC
Ben Wild
 
DIGITAL MARKETING
DIGITAL MARKETINGDIGITAL MARKETING
DIGITAL MARKETING
Deep Banik
 
Degitization of Business
Degitization of Business Degitization of Business
Degitization of Business
HITESH BHARTI
 
Life Beyond The Lead: How Top B2B Organizations Are Rethinking Their Processe...
Life Beyond The Lead: How Top B2B Organizations Are Rethinking Their Processe...Life Beyond The Lead: How Top B2B Organizations Are Rethinking Their Processe...
Life Beyond The Lead: How Top B2B Organizations Are Rethinking Their Processe...
G3 Communications
 
The Modern Marketing Model (M3)
The Modern Marketing Model (M3)The Modern Marketing Model (M3)
The Modern Marketing Model (M3)
Ashley Friedlein
 
B2B CMO Imperatives
B2B CMO Imperatives B2B CMO Imperatives
B2B CMO Imperatives
clydejefferson
 
Big Data's Big Payday Whitepaper_FINAL
Big Data's Big Payday Whitepaper_FINALBig Data's Big Payday Whitepaper_FINAL
Big Data's Big Payday Whitepaper_FINAL
Chuck Taylor
 
Anderson analytics meng_2010_trend_report_final
Anderson analytics meng_2010_trend_report_finalAnderson analytics meng_2010_trend_report_final
Anderson analytics meng_2010_trend_report_final
Amita Paul
 

What's hot (20)

Engineering marketers' 2016 campaign plans research report
Engineering marketers' 2016 campaign plans research reportEngineering marketers' 2016 campaign plans research report
Engineering marketers' 2016 campaign plans research report
 
IAB Netherlands report: Report on Digital Marketing Innovation
IAB Netherlands report: Report on Digital Marketing Innovation IAB Netherlands report: Report on Digital Marketing Innovation
IAB Netherlands report: Report on Digital Marketing Innovation
 
The CRM Buyer's Guide
The CRM Buyer's GuideThe CRM Buyer's Guide
The CRM Buyer's Guide
 
SME Report-FINAL-web
SME Report-FINAL-webSME Report-FINAL-web
SME Report-FINAL-web
 
Building a Content Marketing Engine to Accelerate Revenue Growth - BreakingPoint
Building a Content Marketing Engine to Accelerate Revenue Growth - BreakingPointBuilding a Content Marketing Engine to Accelerate Revenue Growth - BreakingPoint
Building a Content Marketing Engine to Accelerate Revenue Growth - BreakingPoint
 
[NEW RESEARCH] Crafting A Digital Strategy
[NEW RESEARCH] Crafting A Digital Strategy[NEW RESEARCH] Crafting A Digital Strategy
[NEW RESEARCH] Crafting A Digital Strategy
 
Generate More Qualified Leads
Generate More Qualified LeadsGenerate More Qualified Leads
Generate More Qualified Leads
 
The CMO And CIO Must Accelerate On Their Path To Better Collaboration
The CMO And CIO Must Accelerate On Their Path To Better CollaborationThe CMO And CIO Must Accelerate On Their Path To Better Collaboration
The CMO And CIO Must Accelerate On Their Path To Better Collaboration
 
Digital transformation in sales: Evolving the Art of Customer Engagement
Digital transformation in sales: Evolving the Art of Customer EngagementDigital transformation in sales: Evolving the Art of Customer Engagement
Digital transformation in sales: Evolving the Art of Customer Engagement
 
3 Steps to Creating a B2B Account-Based Marketing Strategy
3 Steps to Creating a B2B Account-Based Marketing Strategy3 Steps to Creating a B2B Account-Based Marketing Strategy
3 Steps to Creating a B2B Account-Based Marketing Strategy
 
Green Hat B2B Marketing Outlook Report 2015
Green Hat B2B Marketing Outlook Report 2015 Green Hat B2B Marketing Outlook Report 2015
Green Hat B2B Marketing Outlook Report 2015
 
Technology for Marketers: Are you Engaging Effectively?
Technology for Marketers: Are you Engaging Effectively? Technology for Marketers: Are you Engaging Effectively?
Technology for Marketers: Are you Engaging Effectively?
 
Australian B2B Marketing Outlook 2015 EC
Australian B2B Marketing Outlook 2015 ECAustralian B2B Marketing Outlook 2015 EC
Australian B2B Marketing Outlook 2015 EC
 
DIGITAL MARKETING
DIGITAL MARKETINGDIGITAL MARKETING
DIGITAL MARKETING
 
Degitization of Business
Degitization of Business Degitization of Business
Degitization of Business
 
Life Beyond The Lead: How Top B2B Organizations Are Rethinking Their Processe...
Life Beyond The Lead: How Top B2B Organizations Are Rethinking Their Processe...Life Beyond The Lead: How Top B2B Organizations Are Rethinking Their Processe...
Life Beyond The Lead: How Top B2B Organizations Are Rethinking Their Processe...
 
The Modern Marketing Model (M3)
The Modern Marketing Model (M3)The Modern Marketing Model (M3)
The Modern Marketing Model (M3)
 
B2B CMO Imperatives
B2B CMO Imperatives B2B CMO Imperatives
B2B CMO Imperatives
 
Big Data's Big Payday Whitepaper_FINAL
Big Data's Big Payday Whitepaper_FINALBig Data's Big Payday Whitepaper_FINAL
Big Data's Big Payday Whitepaper_FINAL
 
Anderson analytics meng_2010_trend_report_final
Anderson analytics meng_2010_trend_report_finalAnderson analytics meng_2010_trend_report_final
Anderson analytics meng_2010_trend_report_final
 

Similar to B2B Marketing Personalization Survey: Valuable Lessons from Industry Leaders

Digital Marketing and Personalization of CX: 2016 Horizonwatch Trend Brief
Digital Marketing and Personalization of CX:  2016 Horizonwatch Trend BriefDigital Marketing and Personalization of CX:  2016 Horizonwatch Trend Brief
Digital Marketing and Personalization of CX: 2016 Horizonwatch Trend Brief
Bill Chamberlin
 
2018 B2B Marketing Mix Report
2018 B2B Marketing Mix Report2018 B2B Marketing Mix Report
2018 B2B Marketing Mix Report
Sagefrog Marketing Group, LLC
 
Unlock the Power of Customer Data
Unlock the Power of Customer DataUnlock the Power of Customer Data
Unlock the Power of Customer Data
Comcast Business
 
B2B Social Media Investments and Return Report
B2B Social Media Investments and Return ReportB2B Social Media Investments and Return Report
B2B Social Media Investments and Return Report
Demand Metric
 
Growing Bio-pharma Digital Marketing Impact by Digitizing Launch, Developing ...
Growing Bio-pharma Digital Marketing Impact by Digitizing Launch, Developing ...Growing Bio-pharma Digital Marketing Impact by Digitizing Launch, Developing ...
Growing Bio-pharma Digital Marketing Impact by Digitizing Launch, Developing ...
Best Practices
 
Know Your Audience: The Evolution of Identity in a Consumer-Centric Marketplace
Know Your Audience: The Evolution of Identity in a Consumer-Centric MarketplaceKnow Your Audience: The Evolution of Identity in a Consumer-Centric Marketplace
Know Your Audience: The Evolution of Identity in a Consumer-Centric Marketplace
Signal
 
Improving Customer Engagement through Personalisation & Marketing Automation
Improving Customer Engagement through Personalisation & Marketing AutomationImproving Customer Engagement through Personalisation & Marketing Automation
Improving Customer Engagement through Personalisation & Marketing Automation
Andy Lima
 
Building a Living & Breathing Marketing Strategy for Small Businesses
Building a Living & Breathing Marketing Strategy for Small BusinessesBuilding a Living & Breathing Marketing Strategy for Small Businesses
Building a Living & Breathing Marketing Strategy for Small Businesses
GODigitalMarketing
 
Scaling Account-Based Marketing in the Digital Age
Scaling Account-Based Marketing in the Digital AgeScaling Account-Based Marketing in the Digital Age
Scaling Account-Based Marketing in the Digital Age
Dun & Bradstreet
 
Case study b2b lead generation then & now
Case study b2b lead generation then & nowCase study b2b lead generation then & now
Case study b2b lead generation then & now
DSIM
 
150803_Marketing ID_5 Data-Driven Marketing Mistakes To Avoid
150803_Marketing ID_5 Data-Driven Marketing Mistakes To Avoid150803_Marketing ID_5 Data-Driven Marketing Mistakes To Avoid
150803_Marketing ID_5 Data-Driven Marketing Mistakes To Avoid
Hawthorne
 
A Bluprint for Investing in Referral Marketing
A Bluprint for Investing in Referral MarketingA Bluprint for Investing in Referral Marketing
A Bluprint for Investing in Referral Marketing
henry4km
 
Marketing and Advancement: Colleagues and Partners or Direct Reports
Marketing and Advancement: Colleagues and Partners or Direct ReportsMarketing and Advancement: Colleagues and Partners or Direct Reports
Marketing and Advancement: Colleagues and Partners or Direct Reports
mStoner, Inc.
 
Social selling research
Social selling researchSocial selling research
Social selling research
Andy Kellam
 
2014 Inbound Marketing Benchmark Survey: Trends by Company Size
2014 Inbound Marketing Benchmark Survey: Trends by Company Size2014 Inbound Marketing Benchmark Survey: Trends by Company Size
2014 Inbound Marketing Benchmark Survey: Trends by Company Size
Courtney Caldwell, MBA
 
What are you measuring - 3 approaches to data-driven marketing
What are you measuring - 3 approaches to data-driven marketingWhat are you measuring - 3 approaches to data-driven marketing
What are you measuring - 3 approaches to data-driven marketing
Julie Doyle
 
digital marketing
digital marketingdigital marketing
digital marketing
SrideviHV
 
B2B Marketing - Gaining internal buy-in (June 2013)
B2B Marketing - Gaining internal buy-in (June 2013)B2B Marketing - Gaining internal buy-in (June 2013)
B2B Marketing - Gaining internal buy-in (June 2013)
Steve Revill
 
Intro&Session1
Intro&Session1Intro&Session1
Intro&Session1
B2B Marketing
 
ITSMA and ABM Leadership Alliance Leadership Survey: Driving Growth with Thre...
ITSMA and ABM Leadership Alliance Leadership Survey: Driving Growth with Thre...ITSMA and ABM Leadership Alliance Leadership Survey: Driving Growth with Thre...
ITSMA and ABM Leadership Alliance Leadership Survey: Driving Growth with Thre...
ITSMA
 

Similar to B2B Marketing Personalization Survey: Valuable Lessons from Industry Leaders (20)

Digital Marketing and Personalization of CX: 2016 Horizonwatch Trend Brief
Digital Marketing and Personalization of CX:  2016 Horizonwatch Trend BriefDigital Marketing and Personalization of CX:  2016 Horizonwatch Trend Brief
Digital Marketing and Personalization of CX: 2016 Horizonwatch Trend Brief
 
2018 B2B Marketing Mix Report
2018 B2B Marketing Mix Report2018 B2B Marketing Mix Report
2018 B2B Marketing Mix Report
 
Unlock the Power of Customer Data
Unlock the Power of Customer DataUnlock the Power of Customer Data
Unlock the Power of Customer Data
 
B2B Social Media Investments and Return Report
B2B Social Media Investments and Return ReportB2B Social Media Investments and Return Report
B2B Social Media Investments and Return Report
 
Growing Bio-pharma Digital Marketing Impact by Digitizing Launch, Developing ...
Growing Bio-pharma Digital Marketing Impact by Digitizing Launch, Developing ...Growing Bio-pharma Digital Marketing Impact by Digitizing Launch, Developing ...
Growing Bio-pharma Digital Marketing Impact by Digitizing Launch, Developing ...
 
Know Your Audience: The Evolution of Identity in a Consumer-Centric Marketplace
Know Your Audience: The Evolution of Identity in a Consumer-Centric MarketplaceKnow Your Audience: The Evolution of Identity in a Consumer-Centric Marketplace
Know Your Audience: The Evolution of Identity in a Consumer-Centric Marketplace
 
Improving Customer Engagement through Personalisation & Marketing Automation
Improving Customer Engagement through Personalisation & Marketing AutomationImproving Customer Engagement through Personalisation & Marketing Automation
Improving Customer Engagement through Personalisation & Marketing Automation
 
Building a Living & Breathing Marketing Strategy for Small Businesses
Building a Living & Breathing Marketing Strategy for Small BusinessesBuilding a Living & Breathing Marketing Strategy for Small Businesses
Building a Living & Breathing Marketing Strategy for Small Businesses
 
Scaling Account-Based Marketing in the Digital Age
Scaling Account-Based Marketing in the Digital AgeScaling Account-Based Marketing in the Digital Age
Scaling Account-Based Marketing in the Digital Age
 
Case study b2b lead generation then & now
Case study b2b lead generation then & nowCase study b2b lead generation then & now
Case study b2b lead generation then & now
 
150803_Marketing ID_5 Data-Driven Marketing Mistakes To Avoid
150803_Marketing ID_5 Data-Driven Marketing Mistakes To Avoid150803_Marketing ID_5 Data-Driven Marketing Mistakes To Avoid
150803_Marketing ID_5 Data-Driven Marketing Mistakes To Avoid
 
A Bluprint for Investing in Referral Marketing
A Bluprint for Investing in Referral MarketingA Bluprint for Investing in Referral Marketing
A Bluprint for Investing in Referral Marketing
 
Marketing and Advancement: Colleagues and Partners or Direct Reports
Marketing and Advancement: Colleagues and Partners or Direct ReportsMarketing and Advancement: Colleagues and Partners or Direct Reports
Marketing and Advancement: Colleagues and Partners or Direct Reports
 
Social selling research
Social selling researchSocial selling research
Social selling research
 
2014 Inbound Marketing Benchmark Survey: Trends by Company Size
2014 Inbound Marketing Benchmark Survey: Trends by Company Size2014 Inbound Marketing Benchmark Survey: Trends by Company Size
2014 Inbound Marketing Benchmark Survey: Trends by Company Size
 
What are you measuring - 3 approaches to data-driven marketing
What are you measuring - 3 approaches to data-driven marketingWhat are you measuring - 3 approaches to data-driven marketing
What are you measuring - 3 approaches to data-driven marketing
 
digital marketing
digital marketingdigital marketing
digital marketing
 
B2B Marketing - Gaining internal buy-in (June 2013)
B2B Marketing - Gaining internal buy-in (June 2013)B2B Marketing - Gaining internal buy-in (June 2013)
B2B Marketing - Gaining internal buy-in (June 2013)
 
Intro&Session1
Intro&Session1Intro&Session1
Intro&Session1
 
ITSMA and ABM Leadership Alliance Leadership Survey: Driving Growth with Thre...
ITSMA and ABM Leadership Alliance Leadership Survey: Driving Growth with Thre...ITSMA and ABM Leadership Alliance Leadership Survey: Driving Growth with Thre...
ITSMA and ABM Leadership Alliance Leadership Survey: Driving Growth with Thre...
 

More from ITSMA

Accelerating ABM Impact: The Case for a Blended Approach
Accelerating ABM Impact: The Case for a Blended ApproachAccelerating ABM Impact: The Case for a Blended Approach
Accelerating ABM Impact: The Case for a Blended Approach
ITSMA
 
ITSMA Infographic Six Steps to Engaging the C-Suite
ITSMA Infographic Six Steps to Engaging the C-SuiteITSMA Infographic Six Steps to Engaging the C-Suite
ITSMA Infographic Six Steps to Engaging the C-Suite
ITSMA
 
ITSMA Infographic - Marketing Priorities for Executive Engagement
ITSMA Infographic - Marketing Priorities for Executive EngagementITSMA Infographic - Marketing Priorities for Executive Engagement
ITSMA Infographic - Marketing Priorities for Executive Engagement
ITSMA
 
ITSMA Insight-Led Marketing Survey Abbreviated Summary
ITSMA Insight-Led Marketing Survey Abbreviated SummaryITSMA Insight-Led Marketing Survey Abbreviated Summary
ITSMA Insight-Led Marketing Survey Abbreviated Summary
ITSMA
 
ITSMA B2B Services Marketing Budget and Trends 2014 Infographic
ITSMA B2B Services Marketing Budget and Trends 2014 InfographicITSMA B2B Services Marketing Budget and Trends 2014 Infographic
ITSMA B2B Services Marketing Budget and Trends 2014 Infographic
ITSMA
 
The Best of ITSMA’s 20th Annual Conference
The Best of ITSMA’s 20th Annual ConferenceThe Best of ITSMA’s 20th Annual Conference
The Best of ITSMA’s 20th Annual Conference
ITSMA
 
ITSMA Online Survey: Account Based Marketing and ROI: Building the Case for ...
ITSMA Online Survey:  Account Based Marketing and ROI: Building the Case for ...ITSMA Online Survey:  Account Based Marketing and ROI: Building the Case for ...
ITSMA Online Survey: Account Based Marketing and ROI: Building the Case for ...
ITSMA
 
ITSMA Marketing Excellence Awards 2012 winners
ITSMA Marketing Excellence Awards 2012 winnersITSMA Marketing Excellence Awards 2012 winners
ITSMA Marketing Excellence Awards 2012 winners
ITSMA
 
ITSMA Marketing Strategist Top 10 B2B Marketing Stories
ITSMA Marketing Strategist Top 10 B2B Marketing StoriesITSMA Marketing Strategist Top 10 B2B Marketing Stories
ITSMA Marketing Strategist Top 10 B2B Marketing Stories
ITSMA
 
ITSMA's 2010 Marketing Leadership Forum - Highlights
ITSMA's 2010 Marketing Leadership Forum - HighlightsITSMA's 2010 Marketing Leadership Forum - Highlights
ITSMA's 2010 Marketing Leadership Forum - Highlights
ITSMA
 
ITSMA Services Marketing Budgets And Benchmarks 2008
ITSMA Services Marketing Budgets And Benchmarks 2008ITSMA Services Marketing Budgets And Benchmarks 2008
ITSMA Services Marketing Budgets And Benchmarks 2008
ITSMA
 
How Customers Choose Solutions Providers 2009
How Customers Choose Solutions Providers 2009How Customers Choose Solutions Providers 2009
How Customers Choose Solutions Providers 2009
ITSMA
 
Web 2.0 Gets Strategic
Web 2.0 Gets StrategicWeb 2.0 Gets Strategic
Web 2.0 Gets Strategic
ITSMA
 

More from ITSMA (13)

Accelerating ABM Impact: The Case for a Blended Approach
Accelerating ABM Impact: The Case for a Blended ApproachAccelerating ABM Impact: The Case for a Blended Approach
Accelerating ABM Impact: The Case for a Blended Approach
 
ITSMA Infographic Six Steps to Engaging the C-Suite
ITSMA Infographic Six Steps to Engaging the C-SuiteITSMA Infographic Six Steps to Engaging the C-Suite
ITSMA Infographic Six Steps to Engaging the C-Suite
 
ITSMA Infographic - Marketing Priorities for Executive Engagement
ITSMA Infographic - Marketing Priorities for Executive EngagementITSMA Infographic - Marketing Priorities for Executive Engagement
ITSMA Infographic - Marketing Priorities for Executive Engagement
 
ITSMA Insight-Led Marketing Survey Abbreviated Summary
ITSMA Insight-Led Marketing Survey Abbreviated SummaryITSMA Insight-Led Marketing Survey Abbreviated Summary
ITSMA Insight-Led Marketing Survey Abbreviated Summary
 
ITSMA B2B Services Marketing Budget and Trends 2014 Infographic
ITSMA B2B Services Marketing Budget and Trends 2014 InfographicITSMA B2B Services Marketing Budget and Trends 2014 Infographic
ITSMA B2B Services Marketing Budget and Trends 2014 Infographic
 
The Best of ITSMA’s 20th Annual Conference
The Best of ITSMA’s 20th Annual ConferenceThe Best of ITSMA’s 20th Annual Conference
The Best of ITSMA’s 20th Annual Conference
 
ITSMA Online Survey: Account Based Marketing and ROI: Building the Case for ...
ITSMA Online Survey:  Account Based Marketing and ROI: Building the Case for ...ITSMA Online Survey:  Account Based Marketing and ROI: Building the Case for ...
ITSMA Online Survey: Account Based Marketing and ROI: Building the Case for ...
 
ITSMA Marketing Excellence Awards 2012 winners
ITSMA Marketing Excellence Awards 2012 winnersITSMA Marketing Excellence Awards 2012 winners
ITSMA Marketing Excellence Awards 2012 winners
 
ITSMA Marketing Strategist Top 10 B2B Marketing Stories
ITSMA Marketing Strategist Top 10 B2B Marketing StoriesITSMA Marketing Strategist Top 10 B2B Marketing Stories
ITSMA Marketing Strategist Top 10 B2B Marketing Stories
 
ITSMA's 2010 Marketing Leadership Forum - Highlights
ITSMA's 2010 Marketing Leadership Forum - HighlightsITSMA's 2010 Marketing Leadership Forum - Highlights
ITSMA's 2010 Marketing Leadership Forum - Highlights
 
ITSMA Services Marketing Budgets And Benchmarks 2008
ITSMA Services Marketing Budgets And Benchmarks 2008ITSMA Services Marketing Budgets And Benchmarks 2008
ITSMA Services Marketing Budgets And Benchmarks 2008
 
How Customers Choose Solutions Providers 2009
How Customers Choose Solutions Providers 2009How Customers Choose Solutions Providers 2009
How Customers Choose Solutions Providers 2009
 
Web 2.0 Gets Strategic
Web 2.0 Gets StrategicWeb 2.0 Gets Strategic
Web 2.0 Gets Strategic
 

Recently uploaded

TAM AdEx-Quarterly Report on Radio Advertising_2024.pdf
TAM AdEx-Quarterly Report on Radio Advertising_2024.pdfTAM AdEx-Quarterly Report on Radio Advertising_2024.pdf
TAM AdEx-Quarterly Report on Radio Advertising_2024.pdf
Social Samosa
 
Snapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdf
Eastern Online-iSURVEY
 
Demystifying Attribution Reporting in Marketo Measure
Demystifying Attribution Reporting in Marketo MeasureDemystifying Attribution Reporting in Marketo Measure
Demystifying Attribution Reporting in Marketo Measure
GNW Consulting
 
Factsheet pdf
Factsheet                            pdfFactsheet                            pdf
Factsheet pdf
Kaushal445159
 
Content Optimization Master Class - Matt Raven
Content Optimization Master Class - Matt RavenContent Optimization Master Class - Matt Raven
[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...
[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...
[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...
VWO
 
Digital marketing is essential for global reach, engagement, and growth.
Digital marketing is essential for global reach, engagement, and growth.Digital marketing is essential for global reach, engagement, and growth.
Digital marketing is essential for global reach, engagement, and growth.
raqibmifysolutions
 
1704373070-KIM_-_ITI_ELSS_Tax_Saver_Fund.pdf
1704373070-KIM_-_ITI_ELSS_Tax_Saver_Fund.pdf1704373070-KIM_-_ITI_ELSS_Tax_Saver_Fund.pdf
1704373070-KIM_-_ITI_ELSS_Tax_Saver_Fund.pdf
Kaushal445159
 
Adult Services Ads _ Adult Search Engine Marketing _ Adult Ads.pdf
Adult Services Ads _ Adult Search Engine Marketing _ Adult Ads.pdfAdult Services Ads _ Adult Search Engine Marketing _ Adult Ads.pdf
Adult Services Ads _ Adult Search Engine Marketing _ Adult Ads.pdf
jorge638714
 
"Crafting Interactive Metaverse Games: Development Solutions"
"Crafting Interactive Metaverse Games: Development Solutions""Crafting Interactive Metaverse Games: Development Solutions"
"Crafting Interactive Metaverse Games: Development Solutions"
Donna Lenk
 
Rural Marketing Strategies for Rural India
Rural Marketing Strategies for Rural IndiaRural Marketing Strategies for Rural India
Rural Marketing Strategies for Rural India
Saravanan Sugadevan
 
How Can German Auto Repair Shops Benefit From Digital Marketing
How Can German Auto Repair Shops Benefit From Digital MarketingHow Can German Auto Repair Shops Benefit From Digital Marketing
How Can German Auto Repair Shops Benefit From Digital Marketing
German Repair Shop Marketing
 
Introduction-to-Social-Marketing-2024Trendy Mktg
Introduction-to-Social-Marketing-2024Trendy MktgIntroduction-to-Social-Marketing-2024Trendy Mktg
Introduction-to-Social-Marketing-2024Trendy Mktg
puneetmonga971720526
 
ABM, The True Story - Rob Griffin, G5 Futures
ABM, The True Story - Rob Griffin, G5 FuturesABM, The True Story - Rob Griffin, G5 Futures
KODA Digital Marketing Agency Profile Services.pdf
KODA Digital Marketing Agency Profile Services.pdfKODA Digital Marketing Agency Profile Services.pdf
KODA Digital Marketing Agency Profile Services.pdf
amanprince3789
 
LinkedIn Marketing Plan for The Sparks Foundation.pdf
LinkedIn Marketing Plan for The Sparks Foundation.pdfLinkedIn Marketing Plan for The Sparks Foundation.pdf
LinkedIn Marketing Plan for The Sparks Foundation.pdf
The Sparks Foundation
 
The Power of Micro Influencers in Influencer Marketing.pptx
The Power of Micro Influencers in Influencer Marketing.pptxThe Power of Micro Influencers in Influencer Marketing.pptx
The Power of Micro Influencers in Influencer Marketing.pptx
Inflyx
 
campaign ads for fostanak local brand in egypt
campaign ads for fostanak local brand in egyptcampaign ads for fostanak local brand in egypt
campaign ads for fostanak local brand in egypt
shahdmahmoudattia
 
Uncovering Marketo Engage's Target Account Management
Uncovering Marketo Engage's Target Account ManagementUncovering Marketo Engage's Target Account Management
Uncovering Marketo Engage's Target Account Management
GNW Consulting
 
Distribution Decision concept by sandesh acharya (1).pptx
Distribution Decision concept by sandesh acharya (1).pptxDistribution Decision concept by sandesh acharya (1).pptx
Distribution Decision concept by sandesh acharya (1).pptx
SandeshAcharya17
 

Recently uploaded (20)

TAM AdEx-Quarterly Report on Radio Advertising_2024.pdf
TAM AdEx-Quarterly Report on Radio Advertising_2024.pdfTAM AdEx-Quarterly Report on Radio Advertising_2024.pdf
TAM AdEx-Quarterly Report on Radio Advertising_2024.pdf
 
Snapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdf
 
Demystifying Attribution Reporting in Marketo Measure
Demystifying Attribution Reporting in Marketo MeasureDemystifying Attribution Reporting in Marketo Measure
Demystifying Attribution Reporting in Marketo Measure
 
Factsheet pdf
Factsheet                            pdfFactsheet                            pdf
Factsheet pdf
 
Content Optimization Master Class - Matt Raven
Content Optimization Master Class - Matt RavenContent Optimization Master Class - Matt Raven
Content Optimization Master Class - Matt Raven
 
[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...
[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...
[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...
 
Digital marketing is essential for global reach, engagement, and growth.
Digital marketing is essential for global reach, engagement, and growth.Digital marketing is essential for global reach, engagement, and growth.
Digital marketing is essential for global reach, engagement, and growth.
 
1704373070-KIM_-_ITI_ELSS_Tax_Saver_Fund.pdf
1704373070-KIM_-_ITI_ELSS_Tax_Saver_Fund.pdf1704373070-KIM_-_ITI_ELSS_Tax_Saver_Fund.pdf
1704373070-KIM_-_ITI_ELSS_Tax_Saver_Fund.pdf
 
Adult Services Ads _ Adult Search Engine Marketing _ Adult Ads.pdf
Adult Services Ads _ Adult Search Engine Marketing _ Adult Ads.pdfAdult Services Ads _ Adult Search Engine Marketing _ Adult Ads.pdf
Adult Services Ads _ Adult Search Engine Marketing _ Adult Ads.pdf
 
"Crafting Interactive Metaverse Games: Development Solutions"
"Crafting Interactive Metaverse Games: Development Solutions""Crafting Interactive Metaverse Games: Development Solutions"
"Crafting Interactive Metaverse Games: Development Solutions"
 
Rural Marketing Strategies for Rural India
Rural Marketing Strategies for Rural IndiaRural Marketing Strategies for Rural India
Rural Marketing Strategies for Rural India
 
How Can German Auto Repair Shops Benefit From Digital Marketing
How Can German Auto Repair Shops Benefit From Digital MarketingHow Can German Auto Repair Shops Benefit From Digital Marketing
How Can German Auto Repair Shops Benefit From Digital Marketing
 
Introduction-to-Social-Marketing-2024Trendy Mktg
Introduction-to-Social-Marketing-2024Trendy MktgIntroduction-to-Social-Marketing-2024Trendy Mktg
Introduction-to-Social-Marketing-2024Trendy Mktg
 
ABM, The True Story - Rob Griffin, G5 Futures
ABM, The True Story - Rob Griffin, G5 FuturesABM, The True Story - Rob Griffin, G5 Futures
ABM, The True Story - Rob Griffin, G5 Futures
 
KODA Digital Marketing Agency Profile Services.pdf
KODA Digital Marketing Agency Profile Services.pdfKODA Digital Marketing Agency Profile Services.pdf
KODA Digital Marketing Agency Profile Services.pdf
 
LinkedIn Marketing Plan for The Sparks Foundation.pdf
LinkedIn Marketing Plan for The Sparks Foundation.pdfLinkedIn Marketing Plan for The Sparks Foundation.pdf
LinkedIn Marketing Plan for The Sparks Foundation.pdf
 
The Power of Micro Influencers in Influencer Marketing.pptx
The Power of Micro Influencers in Influencer Marketing.pptxThe Power of Micro Influencers in Influencer Marketing.pptx
The Power of Micro Influencers in Influencer Marketing.pptx
 
campaign ads for fostanak local brand in egypt
campaign ads for fostanak local brand in egyptcampaign ads for fostanak local brand in egypt
campaign ads for fostanak local brand in egypt
 
Uncovering Marketo Engage's Target Account Management
Uncovering Marketo Engage's Target Account ManagementUncovering Marketo Engage's Target Account Management
Uncovering Marketo Engage's Target Account Management
 
Distribution Decision concept by sandesh acharya (1).pptx
Distribution Decision concept by sandesh acharya (1).pptxDistribution Decision concept by sandesh acharya (1).pptx
Distribution Decision concept by sandesh acharya (1).pptx
 

B2B Marketing Personalization Survey: Valuable Lessons from Industry Leaders

  • 1. B2B Marketing Personalization Survey Julie Schwartz,SeniorVice President,Research and Thought Leadership,ITSMA Donna Thach,Manager,Research,Data,and Analytics,ITSMA ITSMA Survey Report | April 2019 Valuable Lessons from Industry Leaders A B B R E V I A T E D S U M M A R Y This abbreviated summary highlights some of the most significant findings of ITSMA’s B2B Marketing Personalization Survey,March 2019. A more in-depth analysis can be found in the full report: https://www.itsma.com/research/b2b-marketing-personalization-survey-valuable-lessons-industry-leaders/
  • 2. 2SV4607A © 2019 ITSMA. All rights reserved. www.itsma.comB2B Marketing Personalization Survey | Abbreviated Summary We are at the beginning of the personalization journey Twoyears ago,based on our buyer behavior research,ITSMAintroduced the new 4Ps of marketing: personalized,proactive, people influenced,and proven.Today,the 4Ps are more relevantthan ever,especiallypersonalization.Buyer expectations continue to rise and technology is constantly evolving.Therefore,everything that marketing does must continue downthe personalization path.Marketers need to harness technologyto gain greater insight into buyers’ wants and needs and deliver personalized content, howeverthey must not lose sight ofthe need to make marketing both personalized and personal. Personalization is one ofthe hottest trends in B2B marketing for averysimple reason: Itworks. Personalization delivers business results and impacts the 3 R’s ofmarketing–revenue, reputation,and relationships.We asked marketers what impact personalization has on their organization,andfor all ofthese keybusiness metrics,halfor more reported that personalization outperforms.In particular,personalization has the strongest impacton clientengagement and client relationships. Itis still early days forB2B marketing personalization.The importance to the marketing strategy is setto double overthe nexttwo years. Some companies,howeverare ahead ofthe pack. Here arethe seven lessons we all can learn from the B2B Marketing Personalization Leaders: 1. Prioritize data and insightto personalize beyond demographics 2. Augment internal data sources withthird party data 3. Design contentfor personalization 4. Personalize throughout the entire relationship cycle 5. Elevate sales as an important channel for personalization 6. Encourage data-driven experimentation 7. Invest in people,not justtools The bottom line isthat buyers want personalization and it’s proven to deliverresults. Introduction Note: % of respondents who rate personalization a 9 or 10 on a scale where 1=Not at all important and 10=Extremely important. (N=69) Source: ITSMA B2B Marketing Personalization Survey, March 2019 Personalization is extremely importantto my organization’s marketing strategy and plans… 36% 78%today two years from now
  • 3. 3SV4607A © 2019 ITSMA. All rights reserved. www.itsma.comB2B Marketing Personalization Survey | Abbreviated Summary Methodology List of participating companies (select) Source: ITSMA B2B Marketing Personalization Survey, March 2019 69 respondents from 55 companiesWeb-Based Survey Survey invitations were emailed during March 2019 to ITSMA member companies and Marketing Strategist subscribers Primarily marketers at B2B technology and business services companies completed the survey Unique companies represented 69 55 60% > $1B in annualrevenue
  • 4. B2B Marketing Personalization Survey | Abbreviated Summary | SV4607A © 2019 ITSMA. All rights reserved. www.itsma.com 4 Why is personalization important? 1. Buyers want it 2. It delivers results
  • 5. B2B Marketing Personalization Survey | Abbreviated Summary | SV4607A © 2019 ITSMA. All rights reserved. www.itsma.com 5 How are marketers personalizing today? Personalizing by demographics is the most commonly used technique 90% Demographics 61% Behavior-based 49% Explicit • Account segment • Role • Buyer segment • Buyer persona • Behavior-based triggered messaging • Predictive • Prescriptive • Cognitive • Stated preferences The most common channels for personalization are email and in-person events Many marketers are tailoring their content; some are even creating bespoke content Most personalization is happening at the top and middle of the funnel Source: ITSMA B2B Marketing Personalization Survey, March 2019 24% 76% How is your marketing organization personalizing content/thought leadership development? % of respondents (N=67) We customize and/or tailor our content/ thought leadership We do not customize or tailor the content itself Note: Multiple responses allowed. Showing channels used by >50% of respondents. (N~65) Source: ITSMA B2B Marketing Personalization Survey, March 2019 Email, electronic newsletters Corporate website, microsites, landing pages Social media Advertising online/paid search/ promoted posts In-person events/meetings Executive briefing and innovation centers Sales support collateral and tools Top Digital Channels Top Offline Channels At which points in the prospect/ client relationship cycle is your organization personalizing marketing? % of respondents (N=69) Note: Multiple responses allowed. Source: ITSMA B2B Marketing Personalization Survey, March 2019 Awareness and discovery (top of the funnel) Interest and solutions research (middle of the funnel) Confidence and purchase (bottom of the funnel) Adoption, usage, loyalty, and advocacy (post-purchase) 65% 74% 52% 30%
  • 6. B2B Marketing Personalization Survey | Abbreviated Summary | SV4607A © 2019 ITSMA. All rights reserved. www.itsma.com 6 Despite these efforts, 63% struggle to make marketing personalization effective. Source: ITSMA B2B Marketing Personalization Survey, March 2019 Marketing personalization is a complex competency beset with challenges “Bandwidth and resources to create personalized experience” “Having sufficient content/creative to support personalization at scale” “Having the right tools/ processes in place to personalize”
  • 7. B2B Marketing Personalization Survey | Abbreviated Summary | SV4607A © 2019 ITSMA. All rights reserved. www.itsma.com 7 Some are successfully addressing the challenges Meetthe marketing personalization leaders 1 4 7 12 30 17 13 7 7 Not at all effective=1 2 3 4 5 6 7 8 9 Extremely effective=10 Overall, how effective have your organization’s personalization efforts been? % of respondents (N=69) Note: Mean rating based on a 10-point scale where 1=Not at all effective and 10=Extremely effective. Source: ITSMA B2B Marketing Personalization Survey, March 2019 27% Personalization leaders are building stronger relationships,reputations,and revenue growth What has been the impact of your organization’s marketing personalization? % of respondents who say personalization performs better *Differences are statistically significant. Source: ITSMA B2B Marketing Personalization Survey, March 2019 Leaders (N=19) Laggards (N=50) Prospect/client level of engagement* Strength of client relationships* Client retention/ loyalty* Closed business/ revenue* Brand perception* 95 95 82 84 74 73 58 50 35 38
  • 8. B2B Marketing Personalization Survey | Abbreviated Summary | SV4607A © 2019 ITSMA. All rights reserved. www.itsma.com 8 Seven lessons from the B2B Marketing Personalization leaders 1. Prioritize data and insightto personalize beyond demographics 2. Augment internal data sources with third party data 3. Design contentfor personalization 4. Personalize throughoutthe entire relationship cycle 5. Elevate sales as an importantchannel for personalization 6. Encourage data-driven experimentation 7. Invest in people,not justtools Build core content and modular assets that facilitate customization Personalizethroughout the entire relationship cycle *Indicates a statistically significant difference. Source: ITSMA B2B Marketing Personalization Survey, March 2019 At which points in the prospect/ client relationship cycle is your organization personalizing marketing? % of respondents Leaders (N=19) Laggards (N=50) Awareness and discovery (top of the funnel) Interest and solutions research (middle of the funnel) Confidence and purchase (bottom of the funnel)* Adoption, usage, loyalty, and advocacy (post-purchase)* 68 89 79 53 64 68 42 22
  • 9. B2B Marketing Personalization Survey | Abbreviated Summary | SV4607A © 2019 ITSMA. All rights reserved. www.itsma.com 9 Buy the study Member: $295* Non-member: $695 Want to learn more? For more information Here’s what is included in the full study: Julie Schwartz SeniorVicePresident,ResearchandThoughtLeadership ITSMA jschwartz@itsma.com +1 407 788 8220 @julieitsma *The report is available for no additional fee to current ITSMA members that responded to this survey and for sale at member and non-member prices to all others. https://www.itsma.com/research/b2b-marketing-personalization-survey- valuable-lessons-industry-leaders/ Page Introduction 3 Abbreviated Summary 4 Detailed Findings 32 Methodology and Respondent Demographics 45 Crosstabs by Performance 50