How to Deliver Personalized B2B Experiences With AI

PHOTO:
Jakob Owens

The modern B2B buyer has been increasingly conditioned to personalized buying experiences due to advances in the consumer world driven by companies such as Amazon, Uber and Google.

This trend comes at a time when, according to Forrester Research’s report “A Brand New Day for B2B Commerce” (fee charged), 60 percent of B2B buyers state they prefer not to interact with a sales rep as the primary source of information and 62 percent say they can now develop selection criteria or finalize a vendor list based solely on digital content. This means marketers are now under pressure to carry more of the client engagement burden and…

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