Best Practice Report

Program And Tactic Personalization: A Decision Guide

September 15th, 2022
With contributors:
Lisa Nakano , Jessie Johnson , Phyllis Davidson , Alaina Ladd , Arianne Burnette

Summary

Marketing technology and tools give organizations an unprecedented ability to deliver highly personalized experiences through a variety of channels using a centralized strategy. Decisions about personalization require balancing opportunities for increased engagement against time, cost, technology, and skills. B2B marketers must understand what determines the feasibility of personalization, and how to assess whether the increased effort of personalization will be justified by improved program or tactic performance. In this report, we introduce a process for evaluating how much personalization to incorporate in marketing program or tactic execution.

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