ON24 has released a groundbreaking research report titled “Personalization in the AI Era”, revealing how artificial intelligence (AI) is transforming B2B marketing and sales strategies. The study underscores the crucial role of AI in delivering personalized experiences at scale, with a significant majority of marketers planning to leverage AI for this purpose.

Key Findings from the Report

• AI as a Catalyst for Personalization: Nearly 9 in 10 marketers are planning to use AI to enhance their personalization efforts. This trend highlights the growing reliance on AI to meet the demand for personalized customer experiences.
• Personalization is a Standard Practice: A striking 99% of B2B marketers are engaging in some form of personalization, indicating its established role in modern marketing strategies.
• AI Enhances Personalization: 84% of marketers believe that AI is crucial for making personalization efforts more achievable and effective.
• Opportunity for Engagement-Based Personalization: Despite the widespread use of personalization, only 35% of B2B marketers currently personalize based on engagement data, presenting a significant opportunity for deeper audience segmentation.
• Impact on Pipeline and Revenue Growth: More than half (54%) of marketers see personalization as a key driver for accelerating pipeline growth and closing deals more swiftly.

Statements from ON24 Leadership

• Callan Young, CMO of ON24: “Every company knows it's mission-critical to deliver personalized experiences to achieve ongoing pipeline growth, but the truth is that few have the technology, resources, and expertise to do so – especially at scale. Our research demonstrates that AI is key for personalization to become reality. That’s why we have made personalization a key pillar of our innovation roadmap, helping sales and marketing teams engage the audiences most important to their business in a highly targeted, intelligent, and impactful way to drive pipeline and revenue growth.”

The report from ON24 highlights the pivotal role of AI in enhancing personalization strategies and underscores its importance in driving marketing effectiveness and business growth. As AI continues to evolve, its integration into personalization efforts will likely become increasingly crucial for achieving competitive advantage in the B2B landscape.