ON24：2024人工智能时代的个性化营销：专业服务行业洞察与行动指南（英文版）（17页）.pdf

1、Personalization in the AI Era What Professional Services Marketers Need To Know and What They Should Do1ContentsForeword 3Personalization now more attainable with AI 4Using AI for personalization will become standard practice 5Current AI adopters see greater potential for personalization 6Personaliz

2、ation performance needs greater use of first-party engagement data 7Personalization practices for services marketers 9Methodology 16About ON24 172B2B marketing has undergone a significant transformation over the past few decades,driven by advancements in technology,changing buyer behaviors and the i

3、ncreasingly significant impact marketing has on revenue growth.This evolution can be traced from the early days of getting a corporate website online,to the rise of social media and advertising,to the pandemic leapfrogging all of us,and our events,into a digital-first world.Now,an even more signific

4、ant shift is underway.The recent emergence of AI-powered technology marks a profound change in how B2B marketers in the financial services industry can engage buyers.This is the start of the AI era and the vast majority of B2B marketers are enthusiastic early adopters.But one area stands out in part

5、icular:the potential for AI to vastly improve how marketers create and deliver personalized offers and content.Benchmark data from ON24 already shows how effective personalization can be from doubling conversion rates for meeting bookings to increasing demo requests by 4X.This will only be accelerat

6、ed as B2B marketers adopt AI solutionssomething that nearly 9 in 10 plan to do.So,as B2B marketing enters the AI era,the question for you is this how will AI change the way you engage?Because the results are clear AI is not a passing trend,its our path forward.Personalization is a key part of that,a