Personalisation has become a focal point for B2B companies seeking to enhance the customer experience and accelerate commercial success.

Adobe commissioned London Research to carry out an extensive business survey as well as interviews with leading European B2B brands.

The aim was to assess the benefits of personalisation, and to understand maturity levels across a range of related capabilities.

The Case for B2B Personalisation explores how B2B leaders are:

• Employing a full range of personalisation tactics to help ensure success.
• Taking a ‘buying group’ approach to target specific contacts within an account who are responsible for a purchase decision.
• Investing in marketing technology and AI to meet their sales and marketing objectives.