Personalized marketing, done right, is extremely powerful for B2B marketers. Personalized email messages are 26% more likely to be opened, personalized content is more likely to lead to a sale, and companies that do this well are more profitable.
Yet marketing and sales teams still struggle with personalization. 83% of marketers say creating personalized content is their biggest challenge, and they also face difficulties with gaining insights and securing internal resources. And when personalized marketing goes wrong, it can do more harm than good.
For B2B companies, the ideal personalization technology would be effective at moving sales forward and support alignment between marketing and sales. It would enable sales pros to personalize messaging while marketers protect brand consistency. And it would be easy to use.
Those were among the objectives Josh Fedie had in mind when he launched SalesReach, a system that helps sales pros deliver the right (marketing-approved) content to prospects at the right time in the sales cycle. Josh shares his insights here.