Personalization, even to a mostly anonymous audience, allows companies to serve targeted content that can speed conversions and generate revenue.
Analytics platforms allow marketers to uncover quite a bit of information about anonymous users such as basic demographic and technology information.
With this data, marketers can then deliver more personalized content and experiences to drive lead capture and conversion.
71% of B2B marketers are already personalizing emails based on audience. However, only 32% do so on their website. This presents a gap in personalization across channels despite opportunities to link data between these channels.
To help companies implement cross-channel personalization in a phased approach, MarketingProfs has developed a maturity model outlining initiatives and deliverables for each phase.