The document summarizes key findings from marketing studies conducted by SiriusDecisions in 2017 regarding B2B buyer behavior and personalization. It finds that B2B organizations often make strategic assumptions without data on buyer behavior. The studies validated that buying behavior is best understood at the persona, journey, and scenario levels. It also found that interaction preferences vary by persona and content preferences vary by buying phase. Most organizations plan to increase personalization investments and view it as more than a buzzword.
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