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Aug 2017 - IDC Survey Spotlight - Doc # US42969217

IDC Survey Spotlight: Strategies for B2B Personalization — Which Factors Are Most Effective?

By: Kathleen SchaubProgram Vice President, CMO Advisory & Customer Experience

On-line Presentation


This IDC Survey Spotlight discusses IDC's personalization framework that offers guidance on how to apply the right strategy to various content personalization goals.

Marketers will increase buyer engagement and conversion by making content more relevant via personalization. Many factors can be used to personalize (e.g., vertical industry, functional role, language, and age). Which ones are most effective? Based on insights derived from years of surveying buyers of information technology solutions, IDC finds that they can all be effective — if used to solve the right communication problem. Not every personalization tool is effective for meeting all personalization challenges. Marketers must use several strategies simultaneously to truly personalize content and campaigns.


Subscriptions Covered

CMO Advisory Service

Regions Covered


Topics Covered

Content management, Marketing automation, Marketing operations

  • 2 slides

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