ON24 has unveiled its latest report, "Personalization in the AI Era," to assist businesses in providing exceptional customer experiences that drive pipeline and revenue development. According to the report, artificial intelligence is quickly becoming important for B2B marketing and sales teams seeking to provide personalized experiences on a broad scale.
“Every company knows it's mission-critical to deliver personalized experiences to achieve ongoing pipeline growth, but the truth is that few have the technology, resources and expertise to do so – especially at scale. Our research demonstrates that AI is key for personalization to become reality. That’s why we have made personalization a key pillar of our innovation roadmap, helping sales and marketing teams engage the audiences most important to their business in a highly targeted, intelligent and impactful way to drive pipeline and revenue growth,” said Callan Young, CMO, ON24.
What are the key findings?
Personalization as a Standard Practice: Almost all B2B marketers now include some level of personalization in their plans, with only 1% not using any type of individualized marketing.
AI as a Critical Enabler: An impressive 84% of marketers believe that AI makes personalization more practical and accessible, allowing them to contact their target audience in a more targeted manner.
Widespread AI Adoption for Personalization: The majority of marketers (88%) intend to use AI technologies to improve their personalization tactics, understanding the importance of engaging customers effectively.
Opportunity in Engagement-Based Personalization: There is still untapped potential in exploiting engagement data, with only 35% of B2B marketers now using it to customize their messaging. This gives a great opportunity to investigate novel segmentation approaches.
Personalization Accelerates Pipeline and Revenue Growth: More than half of marketers polled (54%) believe that individualized marketing initiatives will help them close sales faster.
