The importance of 'relevance' and 'personalisation' within any form of marketing - whether B2B or B2C - cannot be underestimated. Be it on an account, sector, regional, language or persona level, it's a huge differentiator to be able to engage with a prospect around a subject that is relevant to them, rather than taking the broad-brush approach. Whether it's via telemarketing, digital or face-to-face channels, the more relevance we demonstrate, the higher the success level we'll achieve.
Most buyers don’t think about this customization anymore—they just expect it to happen every time they browse these sites. And the same goes for B2B buyers. They expect a vendor to know quite a bit about them at the very beginning of the conversation. Not only do they expect it, they react positively when it happens.