How To Report

How To Put B2B Personalization In Context

Considerations For Personalization, Customization, And Contextualization

December 31st, 2021
Jessie Johnson, Principal Analyst
Jessie Johnson Principal Analyst
With contributors:
Phyllis Davidson , Maria Alexandrou , Arianne Burnette

Summary

B2B marketing leaders are rethinking the delivery of digital experiences to meet the consumerized expectations of modern buyers. Rather than attempt to control the buying journey, marketers must meet buyers where they are in the buying process, anticipate their needs, and enable them to take the next step. This report explores the concepts and goals of personalization, customization, and contextualization in B2B marketing and how — together — these three approaches can be used to engage and enable buyers as individuals and as members of a buying group working together to move through a complex decision-making process.

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