One size does not fit all: 86% of B2B marketers agree personalized content is the key to success

LONDON, UK – 15 May 2024 – Exclaimer, the leading email signature management platform, today released The Future of 1:1 Marketing Report. The report explores the challenges B2B marketers face in today’s highly competitive landscape, revealing that personalized marketing communications is the key to conquering them.

Amidst budget cuts, a quickly evolving digital world, and changing buyer behaviors, Exclaimer surveyed over 120 global B2B SaaS marketing leaders to better understand how they are tackling these challenging times. The survey revealed that over half (55%) of B2B marketers say it has become harder to reach customers over the last five years due to an increased difficulty capturing customer attention (82%), a rise in required touchpoints (65%), and trouble differentiating against competitors (58%). These insights, paired with the fact that marketers are struggling to capture high-quality leads (54%) and measure ROI (42%), reveal the need for an innovative approach to standing out in the current competitive market. 

One such strategy B2B marketers are turning to is personalized 1:1 marketing, which the vast majority (86%) consider essential to success. In fact, when marketers were asked their preferred method of engagement with brands, 33% identified 1:1 emails as opposed to mass emails (13%). Additionally, B2B marketers can easily track the success of their 1:1 strategies by measuring conversion rates, which 78% identified as the most effective metric for personalization efforts. 

“By prioritizing bespoke interactions over generalized mass marketing, marketers are better poised to address the unique needs of their audience — increasing engagement and brand loyalty,” said Chief Marketing Officer at Exclaimer, Carol Howley. “Especially in today’s loud, digital landscape, a personalized marketing strategy will make your audience feel like valued individuals as opposed to just another nameless prospect, fostering deeper connections that last.”

However, in order to execute an impactful personalized marketing strategy, implementing the right technology is imperative. For 72% of B2B marketers, CRM systems are the most beneficial in tailoring their marketing efforts, followed by social media and marketing automation tools (55%), and AI and machine learning (36%). However, as technology continues to advance, Exclaimer’s research indicates AI will lead to a significant shift in 1:1 marketing, as AI harbors the potential to increase data management efficiencies, assist in creating personalized customer experiences, and enhance the targeting process. 

As technologies continue to advance and consumer preferences shift, B2B marketers will have to adapt their strategies in order to cut through the noise, stand out amongst competition, and reach their target audiences. By staying abreast of the latest trends, consistently evaluating business objectives and measuring success metrics, and investing in the right tools, marketers will be poised to thrive amidst this highly competitive landscape and meet high customer expectations. 

Learn more by accessing the full report here.

Survey methodology 

This global survey was commissioned by Exclaimer and conducted by FINITE, with a sample of 120 SaaS marketers.  

About Exclaimer

Exclaimer is the industry's leading provider of email signature solutions, empowering businesses to unlock the potential of email as a key digital advertising channel. With its award-winning tools, organizations can simplify the management of email signatures to deliver consistent branding, promote marketing campaigns and company news, gather real-time customer feedback, and much more.  

Over 60,000 organizations in 150+ countries rely on Exclaimer for their email signature solutions. Its diverse customer base includes Sony, Mattel, Bank of America, NBC, the Government of Canada, the BBC, and the Academy Awards. For more information, visit www.exclaimer.com or follow Exclaimer on Facebook, LinkedIn, and X (formerly Twitter). 

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