Case Study

Illumina: Building And Scaling Sales Enablement Personalization Capabilities

November 23rd, 2020

Summary

For B2B marketers, a common challenge with personalized content is that the need for customization is almost infinite, but the resources to create it are finite. Best-in-class teams address this challenge by moving from monolithic content to modular content that can be dynamically combined into thousands of unique versions (see the report How to Leverage Content Atomization). The Illumina global enablement team used this method to personalize sales content for an increasingly diverse set of customers and buyers. In this case study, we describe how Illumina applied an agile, user-centric mindset along with openness, collaboration, and innovation to develop a personalization approach that worked for sales and maximized the value of technology investments.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.