It's about time that B2B professionals take a page out of the consumer marketing playbook by serving their customers with personalised and targeted services. Why, you ask? According to a recent survey done by Forrester, about 74 per cent of B2B buyers conduct the bulk of their research online before making the decision to purchase. This means that as your customers are demanding more personalised experiences that are tailored to their needs, you may need to make certain strategic decisions.