Personalisation: What’s all the hype about?

Hyper-personalisation is trending, but how can B2B brands get it right? Jessica McGreal investigates

Forget about generic marketing campaigns, boring ‘batch and blast’ emails, standardised DMs and expensive tradeshows. Instead the time has come to focus on ‘hyper-personalisation’. This approach looks at making marketing relevant to the individual, rather than the masses. There are differences when it comes to definitions though.