Personalization is as old as trade itself. Before the rise of digital technologies, the B2B customer experience was personalized from the start: a buyer picked up the phone to talk to a supplier.
The modern B2B buyer does not want to pick up his phone, but wants to be as autonomous as possible in his decision-making process. Thinking must therefore be customer centric; you don't want to personalize for the sake of personalizing it. Just as buyers don't like being hounded by sellers, "personalization" that doesn't help you can quickly become annoying.
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