Go to Amazon, and you’ll see a long list of personalized website with recommendations just for you. Open the Netflix app, and you’ll find suggestions for your next binge based on your previous viewing activity. When you walk into a store, a good salesperson will personalize your experience by asking you questions and getting to know you. Now, go to your average B2B website, and you’ll read a dull, unimaginative, generic marketing message. See something wrong there?