This ebook explains how B2B marketers can use website personalization to meet rising buyer expectations. It shares three golden rules: avoid being invasive, keep personalization relevant, and treat customers like humans. It details segmentation methods—firmographic, behavioral, geographic, and account-based marketing—and emphasizes starting broad before narrowing focus. Measurement strategies include tracking engagement and conversion rates. AI-powered tools help scale and optimize personalization, as shown by Industrious achieving a 12% lift and \$1.6M in value. The guide underscores making experiences authentic and useful to drive growth.

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