Best Practice Report

It’s Not About You: Effective B2B Personalization Means Putting The Customer First

August 2nd, 2023
With contributors:
Steven Casey , Renee Irion , Phyllis Davidson , Laurynn Bedard , Arianne Burnette


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.

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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.