1-to-1 In B2B: Buyers Now Demand Super-Personalized Emails

B2B buyers have moved beyond basic personalization — they now demand “individuation, a one-to-one interaction tailored to a customer’s specific organization and pain points,” according to Transforming the B2B Ecommerce Experience In A Digitized Landscape, a study sponsored by the Capgemini Salesforce practice. 

But have B2B sellers caught up with them? Only 48% of buyers receive email offers that are significantly personalized to their companies’ needs, the study says. Another 40% say they get moderately personalized offers. 

Yet 60% of buyers rank personalized emails as one of their top three resources.