86% Of B2B Marketers Agree Personalized Content Is Key To Success: New Research

Amidst budget cuts, a quickly evolving digital world and changing buyer behaviors, 86% of B2B marketers are turning to personalized 1:1 marketing — specifically, 1:1 email communication. This finding was revealed in “The Future of 1:1 Marketing Report,” which emphasized the power of personalized marketing communications.

The research — conducted by email signature management platform Exclaimer — discussed the power of personalization in a time where 55% of B2B marketers believe it’s harder to reach customers due to an increased difficulty capturing customer attention (82%), a rise in required touchpoints (65%) and trouble differentiating against competitors (58%).

“By prioritizing bespoke interactions over generalized mass marketing, marketers are better poised to address the unique needs of their audience — increasing engagement and brand loyalty,” said Carol Howley, CMO at Exclaimer, in a statement. “Especially in today’s loud, digital landscape, a personalized marketing strategy will make your audience feel like valued individuals as opposed to just another nameless prospect, fostering deeper connections that last.”

Previously released research from Exclaimer provided more color around email and personalization, as more than half (52%) of prospects and customers leverage email as their main channel of communication, and 38% indicated that personalization was one of the main factors that made them trust business emails.

However, to execute an impactful personalized marketing strategy, implementing the right technology is imperative: 72% of B2B marketers found CRM systems most beneficial in tailoring their marketing efforts, followed by social media and marketing automation tools (55%) and AI and machine learning (36%).