Anonymous personalisation in B2B marketing

Explains the key factors for any successful data-led creative execution and why data alone cannot drive outcomes.

Data and creativity

This article is part of a series of articles on data and creativity. Read more.

Up to this point in B2B data marketing, the decision to gate or not to gate content – requiring users to register their contact details in order to access the content – has been the subject of a long-standing and unresolved debate. Reasons for and against have been identified, and B2B marketers have found their own equilibrium points on the subject – some gating liberally, some narrowing gates to content targeting a specific buying journey stage, and some eschewing the...

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