84% of B2B marketers believe AI makes personalization possible, a critical factor for driving pipeline and revenue growth
“Every company knows it’s mission-critical to deliver personalized experiences to achieve ongoing pipeline growth, but the truth is that few have the technology, resources and expertise to do so – especially at scale,” said Callan Young, CMO, ON24. “Our research demonstrates that AI is key for personalization to become reality. That’s why we have made personalization a key pillar of our innovation roadmap, helping sales and marketing teams engage the audiences most important to their business in a highly targeted, intelligent and impactful way to drive pipeline and revenue growth.”
The report highlights the growing importance and impact of personalization in B2B marketing, including:
- Personalization is now a standard practice – Only 1% of B2B marketers are not doing any personalization.
- AI is a key enabler for personalization – 84% of marketers believe AI makes personalization more attainable.
- AI adoption for personalization is widespread – 88% of marketers plan to use AI to help with their personalization efforts.
- Engagement-based personalization is a significant opportunity to differentiate – Only 35% of B2B marketers personalize based on engagement data, demonstrating the opportunity for marketers to unlock new ways to segment audiences.
- Personalization is key to unlocking pipeline and revenue growth – 54% of marketers believe that personalization will accelerate pipeline and help close deals faster.
