Getting up close and personal: B2B marketers slowly move toward a more customer-centric approach to brand experience

Highlights the benefits of personalization in B2B marketing and provides tips from IBM on how to improve personalization in B2B sales messages.

Much has been written about the tremendous promise personalization in marketing communications holds for business-to-business marketers, and there have been some tantalizing peeks at just how impressive it can be.

For example, Ari Sheinkin, VP of marketing analytics and media at IBM, relates that Big Blue realized a 1,654 percent increase in engagement rates on a section of its home page with some very minor personalization adjustments based on simply recogniz