B2B Companies Double Down on Personalization

Companies gaining market share have expanded their go-to-market channels and one-to-one marketing efforts, a new report shows

By Marie Griffin

The findings from a recent McKinsey study, which polled 3,800 B2B decision-makers in 13 countries, found that market-share winners — companies that boosted their market share percentage by 10 percent or more last year — are delivering "a great omnichannel experience backed by personalized marketing."