B2B marketers using data to target buyers still find it a major hurdle to personalization

With more data than ever available for reaching target audiences, B2B companies still struggle to deliver custom content to both individual buyers and specific accounts.  According to eMarketer’s report, “B2B Personalization: Delivering One-to-One Experiences to Buyers,” (subscription only) by using data more effectively, B2B marketers must better understand their target buyers and target accounts to allow for precise and accurate personalization. eMarketer