How to use personalisation and relevance to connect with audiences
With all the misconceptions surrounding personlisation in B2B marketing, Kavita Singh shares managing director at Webeo, Kirsty Dawe’s insights to discuss the importance of relevance.
Personlisation (n.): The action of designing or producing something to meet someone’s individual needs. In B2B marketing, this means segmented messaging at scale.
Kirsty highlights the ‘individual’ part of the definition because many marketers fail to tailor messages to the individual decision makers in their B2B campaigns.
Kirsty says: “If personalisation is utopia, then how can we bridge the gap using technology so that, at some point, we will get to creating those great experiences for those individual decision makers within our campaigns.”