Why segmentation is over and 1:1 is the future of B2B marketing
How to identify the unique interests and intent of business buyers
Which technologies to use to power 1:1 personalization at scale
According to the Consumer Executive Board, the typical B2B enterprise purchase decision involves 5.4 buyers. Buying groups are diverse and complex: stakeholders often come from a wide variety of roles, teams and locations. This means that the buyers at your target accounts have, at best, different perspectives and, at worst, competing goals.
This problem is exacerbated when you segment buyers are segmented based on what you assume they are interested in rather than their actual, current needs and motivations. B2B businesses with complex sales cycles need to explore how AI is identifying buyer intent and scaling personalization without increasing marketing effort.