Gartner Research

Building a Framework for B2B Personalization

Published: 03 September 2018

ID: G00700464

Analyst(s): Marketing Research Team

Summary

B2B marketers must personalize more content to more audiences, but resource and data constraints limit their success. Marketing leaders responsible for content marketing strategy can achieve a scalable, strategic personalization process by focusing on high-priority audiences and business objectives.

Table Of Contents

Occasion for Research

1. Prioritize High-Value Personalization Opportunities

Table 1: Variables for Defining Microsegments for Personalization Efforts

2. Focus Personalization Efforts on Helping Customers Buy

3. Reduce the Need for Tailoring

Conclusion

Recommended by the Authors

About This Research

©2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client