October 2023
Intermediate to advanced
392 pages
9h 32m
English
Content preview from B2B Digital Marketing Strategy, 2nd Edition
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B2B personalization marketing and buyer personas
Personalization and personalization marketing
Introduction
WHAT IS PERSONALIZATION?
As we move on from customer journeys and customer journey mapping, one area which is becoming important in B2B is personalization marketing. Personalization (broadly known as customization) consists of tailoring a service or a product to accommodate specific individuals, groups or market segments. This has its history in product personalization in the consumer space with use of colour to personalize ...
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