Personalization is no longer a demand — it’s an expectation. With clear influences on the B2C side (see: Amazon’s recommended products and Netflix’s “up next” predictability), buyers are demanding relevant experiences that make them feel valued. It comes as no surprise, then, that about 1/3 of marketers recognized this change and enhanced their personalization strategies over the past year.
Personalization is definitely less of a trend and more of a requirement.
“Personalization is definitely less of a trend and more of a requirement — you don’t want a prospect to feel like they’re just a price point,” said Christina Kay, VP of Marketing at ResellerRatings, an online ratings website. “You want to personalize experiences based on an interaction the target had with the company to humanize your approach. Email has always been a popular personalization method, but it’s gaining traction through short videos and is fueled by automation, which ‘listens’ to customers.”
This new era of personalization is moving beyond name tokens to relevant experiences from the top-down, with a specific focus on content. With 55% of buyers indicating they want a strong story that resonates with them and 32% wanting content tailored to their needs, marketing teams have embraced the demand for personalization by relying on various datasets and informative tech stacks to create targeted assets, including personalized videos for prospects and interactive content that addresses their needs and concerns.
Throughout this report, we’ll analyze how marketers are leveraging data to create more relevant experiences for targets, including:
