3 CHAPTER 1 Business Buyers Expect Increased Personalization The majority of business buyers now expect brands to anticipate their needs and deliver personalized experiences on par with what they’ve received as consumers. Fortunately for B2B brands, business buyers are willing to help brands personalize their customer experiences by providing relevant data and information for use in future marketing initiatives. This data can help brands develop a more unified view of their customers. 69% 60% 46% of business buyers expect of business buyers are comfortable of B2B marketers have a companies to anticipate with companies applying relevant completely unified view of their needs personal information in exchange customer data sources for personalized engagement Data Sources Connected Customer State of Marketing