Selling in an on-demand world isn't for the faint of heart. Today's customers are researching on their own terms, and they expect interactions with your brand to be personalized and timely. Marketers must be ready to pivot on a dime. A 2015 IDC study commissioned by Salesforce found that 65% of B2B buyers only engage with a vendor sales rep after they've already made a purchase decision. The same study found that 83% of those customers only want to hear from you if you are able to be relevant and contextual. Otherwise, you're just another one of the many, many people distracting them from their long to-do list.

Companies and customers are actually pretty aligned on this. No marketer wants to feel like a spammer — they want to build a community of happy, successful customer advocates. And sales reps would much rather call on an engaged, warm lead who wants to speak with them than cold call all day. But personalizing every interaction and conversation across a large audience and a long sales cycle can be a daunting task. How can you make sure you are sharing the right information at the right time, and getting it to the right person?

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