Most B2B marketers plan to use AI for
personalization. And many feel it will actually help, judging by a new study from ON24: Personalization in the AI Era—What B2B Marketers Need to Know and What They Should Do.
Of the
B2B professionals surveyed, 88% expect to use AI To help them with personalization, and 84% believe it is a key enabler.
In contrast to the more primitive benefits from earlier
periods, the AI era that started in 2023 provides these, the study says:
- Fully automated end-to-end campaigns
- Personalized journeys
- One-to-one AI-driven content
- Actionable insights
- Pipeline and revenue
As for personalization itself, 54% believe it is
the key to driving pipeline and revenue growth. But only 35% personalize based on engagement data.
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B2B marketers personalize these experiences and content:
- Sales
outreach and activity — 55%
- Content recommendations — 47%
- Email — 46%
- Display advertising —
42%
- Webinars and virtual events — 40%
- Live chat — 40%
- On-site content — 34%
- Social — 34%
- Video — 28%
- Direct mail — 24%
- Do not personalize any digital experience or content —
1%
Despite email’s high ranking, the study warns: “Today’s marketing is complex — and personalization has evolved a long way from simply adding a name to
an email.”
Meanwhile, here are the key data points needed for B2B personalization:
- Demographic
- Firmographic
- Technographic
- Third-party intent
- First-party account intent
- Engagement data from previous events
“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,” says Callan Young, CMO, ON24, adding: “Our research demonstrates that AI is key for personalization to become reality.”