Illumina: Building And Scaling Sales Enablement Personalization Capabilities

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.