B2B marketers overwhelmingly agree that buyers expect an experience personalized to their needs and preferences across sales and marketing, yet organizations often struggle to define and align around an audience-centric view of personalization that extends throughout the customer lifecycle. Customer obsession is a call to action for B2B marketers to reexamine and redefine how they’re using personalization not to increase tactic conversion rates, but to put the customer first. In this report, we define an audience-centric, outside-in approach to B2B personalization that supports the customer lifecycle.