Talk of personalisation has become ubiquitous in the sales and marketing industries, but it can mean different things to different organisations. For some, it’s a simple case of collecting customer data and using it in outbound communications, whilst for others it’s a much more complex matrix making use of many data points and heavy automation. But even the best personalisation doesn’t always offer the high levels of engagement outreach professionals expect.

In this article, learn how relevancy differs from personalisation, and learn how sales and marketing professionals can design go-to-market strategies which focus on relevancy for greater success. We’ll consider the type of data that underpins relevancy-based communications, how sales and marketing leaders can acquire it, and how they can detect signals which enable highly relevant campaigns.