Senior marketing professionals are optimistic about the success of their personalization strategies, according to a survey of senior marketers from the CMO Council and Microsoft. As recently reported by MarketingProfs, 26% of the 179 marketers interviewed said they were totally confident in how their companies approached personalization. Another 49% were "hopefully optimistic" about personalization results. The marketers were primarily business-to-business focused (48%), with 18% in business-to-consumer marketing and 34% involved in hybrid B2B and B2C marketing. When asked what criteria they thought would be key to personalization success, 37% of respondents cited a unified view of the customer, 29% counted on an omnichannel approach, 22% stressed flexible tools to enable engagement, and 12% listed predictive analytics as essential. Download the white paper for more details at http://www.cmocouncil.org/current_program_details.php?pid=139
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