It’s no secret that B2B teams aren’t hitting the mark on What level of personalization do you utilize across personalization efforts. According to the survey, only your marketing strategy and tactics? 12 percent of respondents strongly agree with the idea that their teams are meeting their goals. Just 16 percent said their database is effective and unified enough to enable their personalization strategies, while a mere % 18 percent said their current tech stacks have actually 6 enabled them to orchestrate a personalization strategy. We define our personalization Given the data, it’s clearly time for marketers to move efforts differently. beyond simply targeting accounts and personas and instead double down on a personalized, buyer-centric approach. After all, accounts don’t buy: People do. % % 20 29 We personalize our strategy We personalize our and tactics for account-level strategy and tactics customization. for buyer-based personalization. % % 21 25 We don’t currently We personalize our strategy prioritize personalization. and tactics for persona-level customization.