Personalising B2B content is the next frontier which B2B marketers need to overcome and conquer.

But conquering will also mean choosing the BEST content to personalise, and get in front of audiences.

John Wanamaker is one of the American pioneers of marketing, who famously said "Half the money I spend on advertising is wasted; the trouble is I don’t know which half".

Now that concept can easily be applied to personalised content, because there’s no point in personalising that which is just not sticking.

So the winners will be the ones who make a point of identifying their best performing content, personalising it, getting in front of the right people.

After all, if something works, keep doing it, and do more of it!

Successfully engaging with B2B buyers using personalised content at scale will be our focus this week on the show.