As account-based marketing continues to gain traction, personalization has become an extremely hot topic in marketing. As defined by the Content Marketing Institute, content personalization is a strategy that leverages visitor or prospect data to deliver relevant content based the interests and preferences of the target audience.
It’s an interesting topic, especially since most marketers acknowledge that personalization can greatly benefit their content marketing efforts, but a good number don’t take advantage of it. As explained below, there are a variety of reasons for this lack of adoption.
