Surface Level Personalization Fails to Meet Rising B2B Buyer Expectations

By Katie Templin · MarTech · 2026-08-07

MarTech reports that modern buyers now view basic name greetings and simple purchase history recommendations as the bare minimum rather than a value-add. A recent survey conducted by Forrester Consulting reveals that nearly three-quarters of consumers and B2B professionals expect

MarTech reports that modern buyers now view basic name greetings and simple purchase history recommendations as the bare minimum rather than a value-add. A recent survey conducted by Forrester Consulting reveals that nearly three-quarters of consumers and B2B professionals expect