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Unlocking deeper engagement with personalization in B2B marketing

By Preeyanuch Satcharattanawong

Unlocking deeper engagement with personalization in B2B marketing Law

Unlocking deeper engagement with personalization in B2B marketing

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Description
This book explores the strategic use of personalization in business-to-business (B2B) marketing, focusing on how customer relationship management (CRM) systems and artificial intelligence (AI) enhance buyer engagement. Through a qualitative multiple-case study of five leading enterprise technology firms-Microsoft, Salesforce, IBM, SAP, and Oracle-it analyzes how these organizations implement scalable personalization strategies. Key areas of analysis include CRM integration, predictive engagement through AI, ethical data governance, marketing automation, and cross-functional collaboration. The study highlights the critical role of technology and organizational readiness in delivering relevant, timely, and trust-based experiences. Practical recommendations are provided for B2B firms seeking to drive long-term value through technology-enabled personalization.
Product details
Binding:
Paperback
Number of Pages:
76
Release Date:
2025-08-18
Publication Date:
2025-08-18
Publisher:
LAP LAMBERT Academic Publishing
Languages:
Original: English
ISBN10:
6208455685
ISBN13:
9786208455682
Weight:
131 g
Height:
150 cm
Width:
220 cm
Thickness:
5 cm
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