The State of Personalization in Business-to-Business – 2018

Market research authored by David Daniels (formerly of Forrester Research and Jupiter Research), and other analysts from The Relevancy Group. Sponsored research can be downloaded with registration. Other titles can be purchased for a fee or save and subscribe to our research. Get access. Ask the analyst; Get Access to Answers.

  • Sponsored by The Relevancy Group

    Written by David Daniels with Nicholas Einstein Email Marketing, Everychannel Marketing, Business-to-Business, Personalization, AI/ML, Individualization

    About: Published on 11/12/18, The Relevancy Group analyzes the state of personalization of business-to-business marketers. This research investigates the 2018 personalization aspirations, budgets, and tactics of business-to-business marketers. Additionally, we review what they look for in a personalization vendor and what is most important in their selection process.

    Key Questions:

    How are business-to-business (b-to-b) marketers embracing personalization?
    What are b-to-b marketers spending on personalization technologies and will this change in 2019?
    What email personalization tactics are b-to-b marketers embracing and what opportunities are they missing?

    Report Excerpt:
    Key Findings
    Fifty-three percent of business-to-business marketers regularly optimize email marketing content by utilizing some type of personalization or dynamic content to display different content assets to different subscribers, according to our research. B-to-B marketers are using personalized targeting/re-targeting of email responders and non-responders. B-to-B marketers on average are budgeting $653,000 million for personalization technologies in 2018, which is approximately $500,000 more than the average of their peers across other industries. Fifty-two percent of b-to-b marketers state that the ability to test human-curated recommendations against machine learning and AI-based output is extremely important in their selection of personalization and recommendation technologies.

    The Research: 7 pages, 5 graphics, 1,802 words. Part of our Research Subscriber Series, Subscribe and Save | TRGSS2018

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