Two years ago, based on our buyer behavior research, ITSMA introduced the new 4Ps of marketing: personalized, proactive, people influenced, and proven. Today, the 4Ps are more relevant than ever, especially personalization. Buyer expectations continue to rise and technology is constantly evolving. Therefore, everything that marketing does must continue down the personalization path. Marketers need to harness technology to gain greater insight into buyers’ wants and needs and deliver personalized content, however they must not lose sight of the need to make marketing both personalized and personal. ITSMA’s B2B Marketing Personalization Study, conducted with 69 B2B marketers in March 2019, shows that 36% of respondents believe that personalization is extremely important to their organization’s marketing strategy and plans, and that within two years this figure will more than double. Personalization delivers business results and impacts the 3R’s of marketing – revenue, reputation, and relationships. We asked marketers what impact personalization has on their organization, and for all of these key business metrics, half or more reported that personalization outperforms. In particular, personalization has the strongest impact on client engagement and client relationships. The report also reveals what the personalization leaders are doing differently from the laggards, and we’ve identified seven key lessons: Prioritize data and insight to personalize beyond demographics Augment internal data sources with third party data Design content for personalization Personalize throughout the entire relationship cycle Elevate sales as an important channel for personalization Encourage data-driven experimentation Invest in people, not just tools Personalization is one of the hottest trends in B2B marketing for a very simple reason: It works. Read the executive summary and report to learn more about the findings. Methodology Survey invitations were emailed during March 2019 to ITSMA member companies and Marketing Strategist subscribers 69 people completed the survey–Primarily marketers at B2B technology and business services companies completed the survey 55 unique companies represented Participating Companies The full report is available at no additional fee to ITSMA member companies that participated in the study. Non-member companies that participated in the study are eligible to receive an executive summary.

1. B2B Marketing
Personalization Survey
Julie Schwartz,SeniorVice President,Research and Thought Leadership,ITSMA
Donna Thach,Manager,Research,Data,and Analytics,ITSMA
ITSMA Survey Report | April 2019
Valuable Lessons from Industry Leaders
A B B R E V I A T E D S U M M A R Y
This abbreviated summary highlights some of the most significant findings of ITSMA’s B2B Marketing Personalization Survey,March 2019.
A more in-depth analysis can be found in the full report:
https://www.itsma.com/research/b2b-marketing-personalization-survey-valuable-lessons-industry-leaders/

2. 2SV4607A © 2019 ITSMA. All rights reserved. www.itsma.comB2B Marketing Personalization Survey | Abbreviated Summary
We are at the
beginning of the
personalization
journey
Twoyears ago,based on our buyer behavior
research,ITSMAintroduced the new 4Ps of
marketing: personalized,proactive, people
influenced,and proven.Today,the 4Ps are more
relevantthan ever,especiallypersonalization.Buyer
expectations continue to rise and technology is
constantly evolving.Therefore,everything that
marketing does must continue downthe
personalization path.Marketers need to harness
technologyto gain greater insight into buyers’
wants and needs and deliver personalized content,
howeverthey must not lose sight ofthe need to
make marketing both personalized and personal.
Personalization is one ofthe hottest trends in B2B
marketing for averysimple reason: Itworks.
Personalization delivers business results and
impacts the 3 R’s ofmarketing–revenue,
reputation,and relationships.We asked marketers
what impact personalization has on their
organization,andfor all ofthese keybusiness
metrics,halfor more reported that personalization
outperforms.In particular,personalization has the
strongest impacton clientengagement and client
relationships.
Itis still early days forB2B marketing
personalization.The importance to the marketing
strategy is setto double overthe nexttwo years.
Some companies,howeverare ahead ofthe pack.
Here arethe seven lessons we all can learn from
the B2B Marketing Personalization Leaders:
1. Prioritize data and insightto personalize
beyond demographics
2. Augment internal data sources withthird
party data
3. Design contentfor personalization
4. Personalize throughout the entire
relationship cycle
5. Elevate sales as an important channel for
personalization
6. Encourage data-driven experimentation
7. Invest in people,not justtools
The bottom line isthat buyers want
personalization and it’s proven to deliverresults.
Introduction
Note: % of respondents who rate personalization a 9 or 10 on a scale where
1=Not at all important and 10=Extremely important. (N=69)
Source: ITSMA B2B Marketing Personalization Survey, March 2019
Personalization is extremely
importantto my organization’s
marketing strategy and plans…
36% 78%today two years from now

3. 3SV4607A © 2019 ITSMA. All rights reserved. www.itsma.comB2B Marketing Personalization Survey | Abbreviated Summary
Methodology List of participating companies (select)
Source: ITSMA B2B Marketing Personalization Survey, March 2019
69 respondents from 55 companiesWeb-Based Survey
Survey invitations were emailed
during March 2019 to ITSMA
member companies and
Marketing Strategist subscribers
Primarily marketers at B2B
technology and business
services companies
completed the survey
Unique companies
represented
69
55
60%
> $1B in annualrevenue

4. B2B Marketing Personalization Survey | Abbreviated Summary | SV4607A © 2019 ITSMA. All rights reserved. www.itsma.com 4
Why is personalization
important?
1. Buyers want it
2. It delivers results

5. B2B Marketing Personalization Survey | Abbreviated Summary | SV4607A © 2019 ITSMA. All rights reserved. www.itsma.com 5
How are marketers
personalizing today?
Personalizing by demographics is the most commonly
used technique
90% Demographics 61% Behavior-based 49% Explicit
• Account segment
• Role
• Buyer segment
• Buyer persona
• Behavior-based
triggered messaging
• Predictive
• Prescriptive
• Cognitive
• Stated preferences
The most common channels for personalization
are email and in-person events
Many marketers are tailoring their content;
some are even creating bespoke content
Most personalization is happening at the top and middle
of the funnel
Source: ITSMA B2B Marketing Personalization Survey, March 2019
24% 76%
How is your
marketing
organization
personalizing
content/thought
leadership
development?
% of respondents
(N=67)
We customize
and/or tailor
our content/
thought
leadership
We do not
customize
or tailor
the
content
itself
Note: Multiple responses allowed. Showing channels used by >50% of respondents. (N~65)
Source: ITSMA B2B Marketing Personalization Survey, March 2019
Email, electronic newsletters
Corporate website, microsites,
landing pages
Social media
Advertising online/paid search/
promoted posts
In-person events/meetings
Executive briefing and
innovation centers
Sales support collateral
and tools
Top Digital Channels Top Offline Channels
At which points
in the prospect/
client
relationship
cycle is your
organization
personalizing
marketing?
% of
respondents
(N=69)
Note: Multiple responses allowed.
Source: ITSMA B2B Marketing Personalization Survey, March 2019
Awareness and discovery
(top of the funnel)
Interest and solutions research
(middle of the funnel)
Confidence and purchase
(bottom of the funnel)
Adoption, usage, loyalty, and
advocacy (post-purchase)
65%
74%
52%
30%

6. B2B Marketing Personalization Survey | Abbreviated Summary | SV4607A © 2019 ITSMA. All rights reserved. www.itsma.com 6
Despite these
efforts,
63% struggle to
make marketing
personalization
effective.
Source: ITSMA B2B Marketing Personalization Survey, March 2019
Marketing
personalization
is a complex
competency beset
with challenges
“Bandwidth and resources
to create personalized experience”
“Having sufficient content/creative
to support personalization at scale”
“Having the right tools/ processes
in place to personalize”

7. B2B Marketing Personalization Survey | Abbreviated Summary | SV4607A © 2019 ITSMA. All rights reserved. www.itsma.com 7
Some are successfully addressing
the challenges
Meetthe marketing personalization leaders
1
4
7
12
30
17
13
7
7
Not at all effective=1
2
3
4
5
6
7
8
9
Extremely effective=10
Overall, how effective have your organization’s personalization efforts been?
% of respondents (N=69)
Note: Mean rating based on a 10-point scale where 1=Not at all effective and 10=Extremely effective.
Source: ITSMA B2B Marketing Personalization Survey, March 2019
27%
Personalization leaders are building stronger
relationships,reputations,and revenue growth
What has been the
impact of your
organization’s
marketing
personalization?
% of respondents
who say
personalization
performs better
*Differences are statistically significant.
Source: ITSMA B2B Marketing Personalization Survey, March 2019
Leaders (N=19)
Laggards (N=50)
Prospect/client
level of
engagement*
Strength of
client
relationships*
Client
retention/
loyalty*
Closed
business/
revenue*
Brand
perception*
95
95
82
84
74
73
58
50
35
38

8. B2B Marketing Personalization Survey | Abbreviated Summary | SV4607A © 2019 ITSMA. All rights reserved. www.itsma.com 8
Seven lessons from the
B2B Marketing
Personalization leaders
1. Prioritize data and insightto personalize
beyond demographics
2. Augment internal data sources with third
party data
3. Design contentfor personalization
4. Personalize throughoutthe entire
relationship cycle
5. Elevate sales as an importantchannel for
personalization
6. Encourage data-driven experimentation
7. Invest in people,not justtools
Build core
content and
modular
assets that
facilitate
customization
Personalizethroughout the entire relationship cycle
*Indicates a statistically significant difference.
Source: ITSMA B2B Marketing Personalization Survey, March 2019
At which points in
the prospect/
client relationship
cycle is your
organization
personalizing
marketing?
% of respondents
Leaders
(N=19)
Laggards
(N=50)
Awareness and
discovery
(top of the funnel)
Interest and solutions
research
(middle of the funnel)
Confidence and
purchase
(bottom of the
funnel)*
Adoption, usage,
loyalty, and advocacy
(post-purchase)*
68
89
79
53
64
68
42
22

9. B2B Marketing Personalization Survey | Abbreviated Summary | SV4607A © 2019 ITSMA. All rights reserved. www.itsma.com 9
Buy the study
Member: $295*
Non-member: $695
Want to learn more?
For more information
Here’s what is included in the full study:
Julie Schwartz
SeniorVicePresident,ResearchandThoughtLeadership
ITSMA
jschwartz@itsma.com
+1 407 788 8220
@julieitsma
*The report is available for no additional fee to current ITSMA members that
responded to this survey and for sale at member and non-member prices to all
others. https://www.itsma.com/research/b2b-marketing-personalization-survey-
valuable-lessons-industry-leaders/
Page
Introduction 3
Abbreviated Summary 4
Detailed Findings 32
Methodology and Respondent Demographics 45
Crosstabs by Performance 50