B2B Personalization Must Be Signal-Driven B2B personalization should be guided by signals at multiple levels, from market and account to buying or customer group and person.

Use Forrester Frameworks To Orient Your Personalization Programs

To create relevant and valuable personalized interactions for consumers and customers, organizations must: Understand their consumers. Organizations should allow customer needs and preferences to lead the way in determining if, when, and how personalized moments are delivered to them. Read The State Of US Consumer Personalization, 2025 to understand consumer feelings about personalized interactions compared to how organizations execute personalization programs today.

Personalized moments can occur anywhere across the customer lifecycle. But organizations often prioritize business-driven personalization tactics over customer-driven ones — and that’s a mistake. Rebalance consumer and business goals in your personalization programs before planning which personalization tactics to use. Read this report to see a full array of personalization tactics that you could incorporate into your personalization programs.

Six Dimensions Of Consumer Data Shape Personalization Efforts

The multifaceted nature of personalization requires organizations to be more specific about exactly what they mean by adding a qualifier: Think personalization initiatives, personalization programs, personalization capabilities, personalized tactics, personalized interactions, or personalized moments. Your organization’s ability to define and articulate what “personalization” and its derivatives mean to your customers and organization is what will make you successful at it.

Prioritize Personalization To Find A Balance Between Inertia And Overcommitment

Consumers Want Personalized Moments To Be Relevant And Valuable

Health insurers must prove and cocreate value by aligning coverage with what consumers want: greater control over plan choice, improved affordability, and relevance to their needs. Health insurance leaders should read this report to understand how preferences vary by generation, which coverage areas each group prioritizes, and where insurers must adapt plan design to stay competitive.

Three Realities About Consumer Personalization And What To Do About Them