74% of Marketers Now View Personalized Content as ‘Important’ for Engagement

As B2B marketers look for more ways to engage with their target audience, research suggests that they are turning to personalized content to achieve their primary objectives.

DemandGen recently published “The Rise of the Front-Line Marketer in Our New Digital Selling Reality” report, and statistics showed that the majority of B2B marketers (63%) are still struggling to understand buyers’ changing needs and business requirements. However, most respondents (74%) believe that personalized content marketing, messaging and journeys are “important” to engaging buyers now and in the future. Nearly 25% agree that it is at least “somewhat important.”

In terms of the benefits associated with utilizing personalized marketing, most marketers (33%) claim that higher account engagement is at the top of the list. This is followed by more brand recognition (20%) and greater pipeline growth (17%).

The Pitfalls of Inaccurate Personalization

Although personalization can be beneficial to marketers, previous research indicates that they still need to tread carefully, as inaccuracies can turn customers away.

Moveable Ink conducted its “Audience of One: Consumer Expectations and the Power of Personalization” report, and data showed that organizations lose credibility among most customers (28%) due to inaccurate personalization. Nearly 27% of customers usually call the business to explain the experience, while 26% unsubscribe from marketing emails.

In addition, approximately 15% say that they cancel their service or decide not to make future purchases as a result of inaccurate personalization.

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Scott Stone — Scott Stone, Advertising & E-Business Manager, Cisco Eagle

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