Personalization in marketing is table stakes. Everything from promotional emails addressing recipients by name to individualized Netflix homepages and Spotify Wrapped playlists demonstrates a fundamental truth of marketing: The personal touch goes a long way. Today’s consumers have come to expect a personalized experience, regardless of whether it’s in a b-to-c or b-to-b environment.
Why, then, has it taken marketing’s counterpart, sales, so long to catch up? Despite the immense weight placed on personalization, sales reps are failing to sufficiently provide it. They’re struggling to capture and maintain the attention of buyers, who are beginning to take note: 66% of customers recently told Salesforce that while they expect companies to understand their unique needs, only 34% of companies actually do.This illustrates a discrepancy between the content buyers expect from sellers and that which they ultimately receive. The leading cause of this is a lack of technology that enables sellers to personalize content easily, efficiently and at scale. Sellers need a tech stack that empowers them to tailor buyer engagement to each and every unique opportunity.
Personalization in marketing is table stakes. Everything from promotional emails addressing recipients by name to individualized Netflix homepages and Spotify Wrapped playlists demonstrates a fundamental truth of marketing: The personal touch goes a long way. Today’s consumers have come to expect a personalized experience, regardless of whether it’s in a b-to-c or b-to-b environment.
Why, then, has it taken marketing’s counterpart, sales, so long to catch up? Despite the immense weight placed on personalization, sales reps are failing to sufficiently provide it. They’re struggling to capture and maintain the attention of buyers, who are beginning to take note: 66% of customers recently told Salesforce that while they expect companies to understand their unique needs, only 34% of companies actually do.
This illustrates a discrepancy between the content buyers expect from sellers and that which they ultimately receive. The leading cause of this is a lack of technology that enables sellers to personalize content easily, efficiently and at scale. Sellers need a tech stack that empowers them to tailor buyer engagement to each and every unique opportunity.
