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The State of B2B Content Personalization

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Most B2B marketers are tailoring content to specific audiences to some degree, but much of that personalization is done manually, according to recent research from Seismic and Demand Metric.

The report was based on data from a survey conducted in February 2016 of 190 marketers who work at companies of various sizes, 68% of them B2B-focused, 23% mixed B2B and B2C, and 9% B2C.

Some 61% of surveyed marketers say their company tailors at least some of its content.

However, the most common form of personalization is simply assembling existing content pieces for specific individuals/audiences (75% of respondents say they do so).

Only 44% of respondents say their company engages in contextual targeting, and just 40% use behavioral targeting.


Most respondents say their content personalization is either mostly manual (40%) or entirely manual (27%).

Just 5% of marketers say the process is fully automated.

The top reasons cited for not personalizing content are lack of technology (59%), not enough bandwidth/resources (59%), and inadequate data (53%).

About the research: The report was based on data from a survey conducted in February 2016 of 190 marketers who work at companies of various sizes (68% B2B-focused, 23% mixed B2B and B2C, 9% B2C).


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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