Why rules can’t keep up with customer choices
How marketers can harvest and leverage unstructured data
How automated analytics facilitate better CX
With B2B buyers now in complete control of their buying journeys, enterprise marketing and sales teams have had to pivot their go-to-market initiatives to ensure they are providing the right information to prospects when and where they need it. Research shows that 83% of B2B businesses currently use, or plan to use, some form of web or content personalization tool to provide relevant buyer experiences.
This white paper provides a behind-the-scenes look at how enterprise marketing professionals at companies such as Pure Storage, IHS Markit and Fitch Ratings are seeing individual-level intent signals have a positive impact on go-to-market initiatives.