Our newsletterVendor reportMcKinsey, 28 May 2026
29% of B2B companies say their SEO and SEM tactics are highly personalized
On-page optimisation
B2B marketing personalization by strategy: Share of respondents with very personalized SEO/SEM tactics, by growth status (%)
B2B marketing personalization by strategy: Share of respondents with very personalized SEO/SEM tactics, by growth status (%)| Group | Share of respondents with very personalized SEO/SEM tactics (%) |
|---|---|
| Winners | 40% |
| Laggards | 23% |
| Overall | 29% |
- Reader Note:
- The lowest of the six channels asked about, but only just: chatbots are at 30%, and social media, events, website and e-commerce and email all at 32%. A three-point spread is not a ranking, so this should not be read as search being behind the others — it reads as one undifferentiated self-assessment repeated across every channel.
- Evidence:
- Self-reported behaviour
- Vendor interest:
- High — This comes from a company with a commercial interest in this market, so it is not a neutral source.
- Sample:
- Survey of nearly 4,000 decision-makers across 13 countries and multiple industries; further sampling details not disclosed in the provided text.
Reader Note:
Evidence:
Vendor interest:
Sample:Good for
A rough sense of size and direction, and deciding what to look at first.
Not for
- Exact numbers, or saying that one thing caused another.
- This comes from a company with a commercial interest in this market, so it is not a neutral source.
- This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
- The source never says how this number was measured.
- The source says how much it looked at, but not how any of it was chosen.
Related cards
Content productionIdea
Google now instructs that all AI-generated content must be manually fact-checked and reviewed before publishing
Idea
Trend
Go deeper on this topic
Our Substack turns the data behind these cards into full breakdowns: what changed, why, and what to do about it.
