Author: ai7pz
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There is no longer any doubt that marketers overwhelmingly believe in the value of personalization. Most marketing leaders now view personalization as essential to marketing success, and providing personalized messages and customer experiences has become a top priority in many companies. Numerous research studies have confirmed that large majorities of marketers believe personalization improves marketing…
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Marketers have made noteworthy progress in managing content strategically, but still have work to do to match content with the right audience segments and customer expectations, and to fully leverage content management technologies.That is the major theme of the third annual content management survey published recently by the Content Marketing Institute. The objective of this…
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SiriusDecisions recently published an e-book that describes some of the major findings from its 2019 State of Account-Based Marketing Study. The 2019 study involved 120 “ABM leaders” drawn from several industries. Forty-two percent of the study respondents had been running “full” ABM programs for more than a year, while 58% were still running pilot programs.…
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In my last post, I discussed the inconsistent and often contradictory attitudes of consumers and business buyers regarding personalized marketing. On one hand, numerous research studies have confirmed that most consumers and business buyers want personalized offers, messages, and experiences, and are willing to provide personal information in order to receive such offers, messages, and…
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For more than two decades, the value of personalization has been largely unquestioned in marketing circles. Most marketing leaders now view personalization as essential to marketing success, and providing personalized marketing messages and customer experiences has become a top priority in many companies. Several recent research studies have confirmed that marketers strongly believe personalization drives…
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(The following is a post I published more than six years ago. Given the recent focus on marketing’s responsibility for managing customer experiences and driving growth, the topic is as relevant and timely today as it was in the fall of 2012.)The Original PostIn 1960, Theodore Levitt wrote a landmark article for the Harvard Business…
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Customer case studies have been a staple of the B2B marketing content mix for decades. According to 2018 research by the Content Marketing Institute and MarketingProfs, 73% of B2B marketers are using case studies for content marketing purposes. Recent research on the effectiveness of customer case studies has produced mixed results. For example, in the…