Overview

This book explores the strategic use of personalization in business-to-business (B2B) marketing, focusing on how customer relationship management (CRM) systems and artificial intelligence (AI) enhance buyer engagement. Through a qualitative multiple-case study of five leading enterprise technology firms-Microsoft, Salesforce, IBM, SAP, and Oracle-it analyzes how these organizations implement scalable personalization strategies. Key areas of analysis include CRM integration, predictive engagement through AI, ethical data governance, marketing automation, and cross-functional collaboration. The study highlights the critical role of technology and organizational readiness in delivering relevant, timely, and trust-based experiences. Practical recommendations are provided for B2B firms seeking to drive long-term value through technology-enabled personalization.

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