Personalization and retargeting are inbound and outbound services that marketers can apply directly to their digital ad campaigns to improve click-thru rates and get better results, Mike Telem writes. Marketers can get started by using company- and industry-specific information on visitors to build personalized calls to action for key accounts. "With personalized retargeting, you can target, measure, and optimize your B2B ad spend," Telem writes.

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