54% use one to one communication in B2B This is the eighteenth of 20 daily ‘thoughts’ examining the trends in marketing in 2018 and beyond.The importance of personalisation and customisation in marketing has been addressed in previous thoughts in this series. This thought specifically addresses the importance of personalisation and customisation in B2B marketing. A […]

54% use one to one communication in B2B This is the eighteenth of 20 daily ‘thoughts’ examining the trends in marketing in 2018 and beyond.The importance of personalisation and customisation in marketing has been addressed in previous thoughts in this series. This thought specifically addresses the importance of personalisation and customisation in B2B marketing. A US study found that 71% of B2B customers expect marketing in the B2B environment to be more personalised and customised than B2C marketing. This serves to highlight the importance of personalisation and customisation. A recent US study found that 54% of B2B marketing managers surveyed work with their account managers to ‘fully customise’ marketing strategies, delivering one to one communication to all members of their primary target market. This same survey found that 51% of B2B marketing managers are working with sales teams to address customers and potential customers on a ‘small group’ basis –…