A new report from Seismic and Demand Metric reveals that content personalization is increasingly top of mind.
According to the more than 180 B2B enterprise stakeholders surveyed, lead generation (70 percent of respondents) is the most cited objective for B2B content marketing initiatives, and sales team support and enablement (64 percent) is the second-most cited objective, surpassing both thought leadership efforts (58 percent) and Web traffic generation (56 percent), among other objectives. Eighty percent of respondents also indicate that these objectives are better met when content is personalized.
What the study indicates is that content personalization is essential throughout the customer journey. Those enterprises that execute this initiative before their competitors will be in a better position to win more deals and close more sales said Seismic CEO Doug Winter.
"This new report shows that the race towards content personalization is on," said Jerry Rackley, chief analyst at Demand Metric. "Eighty percent of respondents find personalized content more effective, and when one also considers that more than half of those polled are considering implementing or are using content personalization tools, those who are not may find themselves at a competitive disadvantage in the very near future."