The report was based on data from a survey conducted in February 2016 of 190 marketers who work at companies of various sizes, 68% of them B2B-focused, 23% mixed B2B and B2C, and 9% B2C.
Some 61% of surveyed marketers say their company tailors at least some of its content.
However, the most common form of personalization is simply assembling existing content pieces for specific individuals/audiences (75% of respondents say they do so).
Only 44% of respondents say their company engages in contextual targeting, and just 40% use behavioral targeting.
Most respondents say their content personalization is either mostly manual (40%) or entirely manual (27%).
Just 5% of marketers say the process is fully automated.
The top reasons cited for not personalizing content are lack of technology (59%), not enough bandwidth/resources (59%), and inadequate data (53%).
About the research: The report was based on data from a survey conducted in February 2016 of 190 marketers who work at companies of various sizes (68% B2B-focused, 23% mixed B2B and B2C, 9% B2C).