Unlocking deeper engagement with personalization in B2B marketing

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.