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.