Enabling Personalized Marketing and Sales Motions Today’s B2B buyers expect their purchasing experiences to match the context-rich, personalized, high-value experiences they have in the consumer space. But contextualizing and personalizing content for B2B buying teams is really hard, especially since buyers are reluctant to share the kind of personal information that would enable such white-glove experiences. Again, here’s where the hidden info lurking inside the Dark Funnel can provide a wealth of information to effectively engage buyers. These details—especially those hailing from the buyer readiness and psychographic signal categories—can help personalize messaging and content to increase the likelihood that digital ads, emails and phone calls will be positively received. The Impact of Personalized Outreach Here’s a real-world example of how illuminated Dark Funnel data informs the creation of an impactful customer acquisition campaign: • Market intelligence and technographic data from the buyer readiness category can alert your revenue team that a competitor is being acquired • With that data, you can produce a list of competitive-install prospects that might be affected • This can trigger a competitive take-out campaign that points out the risks of remaining with the recently-acquired company 22