Summary
B2B marketers who recognize the need to personalize their customers’ experiences increasingly look to leverage AI to help make that happen. Marketers need the right data and insights to inform buyer and customer insights, drive activation, and deliver meaningful performance measurement. Those responsible for content must master content intelligence — increasingly available across many technologies — to gain the insights needed to perpetually drive, tune, and scale effective personalized experiences. Otherwise, they risk a vicious cycle in which content engagement isn’t understood and marketing churns out volumes of ineffective content.
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