Report: Marketers Lacking the Necessary Resources to Execute Personalization

Despite initiatives to make personalization a top priority, new research indicates that many marketers are still struggling to find the resources to unlock its full potential.

Dynamic Yield recently published “The State of Personalization Maturity” report for the fourth quarter of 2021, and statistics suggested that the majority of marketers (42%) believe that their organization values personalization. Furthermore, most respondents (50%) said that their organization has made personalization a company-wide strategic initiative.

However, only 39% stated that they have the on-demand resources they need to run personalization within their organization. About 33% said that their resources are limited, while 13% claimed that they have no resources at all.

Furthermore, just 17% of marketers stated that their personalization technology is “deeply” integrated within their technology stack. In general, 36% said that their data-driven decision-making is only “somewhat” effective across their marketing initiatives.

B2B Marketers Struggle to Adapt to Evolving Customer Needs

As personalization continues to grow in importance, previous research suggests that B2B marketers, in particular, are struggling to adapt to customers’ changing needs.

DemandGen conducted “The Rise of the Front-Line Marketer in Our New Digital Selling Reality” report, and data indicated that most B2B marketers (63%) are still struggling to fully grasp buyers’ evolving needs and business requirements.

That being said, most respondents (74%) believe that personalized content marketing, messaging, and journeys are “important” to engaging their target audience now and in the future. At least 25% agreed that it was at least “somewhat important.”

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

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