Data Snapshot

Personalization Continues To Be A Gap Within B2B Partner Ecosystems

December 11th, 2023
Carrie Hayes, null
Carrie Hayes
With contributors:
Maria Chien , Kiri Bartels , Arianne Burnette

Gaining mindshare with B2B ecosystem partners is essential for driving successful outcomes, but many organizations still take a one-size-fits-all approach to personalizing engagement. Forrester’s Partner Ecosystem Marketing Survey, 2023, reveals that only 37% of partner ecosystem/channel marketing decision-makers say partner emails are personalized by partner demographics, 31% say newsletters are, and 33% say a supplier’s partner systems are. Individuals expect personalized interactions, so this can negatively impact partner satisfaction, performance, loyalty, and ultimately revenue. This data snapshot highlights content that is customized for partner communication delivery methods.

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