In B2B, personalization is no longer a nice to have – it’s a must have. Because B2B sales cycles often take 12 months or more, prospect communication, and the personalization that goes along with it, must span the length of the journey rather than occurring in fits and starts. In this article on AdExchanger, Michael McLaren of Merkle notes that these efforts should extend across the buying team, acknowledging different buyer’s concerns. Ultimately, the more that marketers can learn about potential buyers early on, the more relevant they can be when they first engage.
