Their Achilles Heel

According to a recent study by Forrester Consulting, 92% of marketing decision makers feel their companies have taken a greater interest in personalization compared to 2013. Marketers with strategies that allow them to learn more about their customers with each interaction can ultimately see response rates 20 times that of one-size-fits-all marketing, the study reports.

What is interesting though is what keeps marketers from implementing what is now a tried and true approach – getting the right message to the right person at the right time via the right channel. One might think, that having the budget to build a platform that provides a comprehensive view of customers across all sales and marketing channels would be their biggest challenge. But that’s only part of the dilemma. Marketers surveyed by Forrester also note securing internal resources like those needed from IT to run personalized marketing programs and gaining management buy-in to adopt comprehensive personalized strategies as top challenges.

Nothing is more important than being relevant to customers and prospects. It’s why they buy. Smaller organizations can differentiate themselves from larger competitors by getting their personalized act together first.