4 Customer Data is Key to Personalization A unified view of customer data is great for business. High-performing B2B marketers are more capable of using customer data to create relevant, personalized experiences for their buyers. For many B2B brands, personalization has been a major catalyst for both customer advocacy and brand building. Percentage of B2B marketers who say personalization improves: Brand building* 92% Customer advocacy* 81% High-performing B2B marketers are 9.4x more likely than underperformers to be completely satisfied with their ability to use data to create more relevant experiences. High performers 66% Moderate performers 26% Underperformers 7% *Includes answers of major or moderate improvement