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Which comes first: segmentation or personalization? Learn how to use these two complementary tactics in this article.

Personalization is a process of anticipating and meeting user needs. Starting with navigational constructs is an easy to validate way to begin.

While many marketers see personalization as the way forward, the challenges getting there can be daunting.

Point in the purchase journey. The data available to you can be overwhelming, so choose only the attributes that help you achieve meaningful personalization. Nevertheless, you’re building a snowflake: When you combine different attributes you suddenly have an individual person to engage. For example, you can serve content specifically for an IT senior director from Company X who searched on “hybrid cloud solutions” to find you and is repeatedly visiting your website to compare your solution with other vendors. But don’t worry. You won’t have to manually create 100 per...

PHOTO: Markus Spiske | unsplash In a world where potential B2B customers are spending over 10 hours a day staring at their screens, it’s only natural that B2B marketers would want to show up on those screens, too. Unfortunately, between work and play, not to mention endless notifications and countless distractions, people have never had more demands on their attention. If you want people to pay attention to your content, it better stand out. We asked our extended community of marketing leaders what their most valuable marketing tactics were during the pandemic. Here’s how B2B mark...