Most senior marketers are somewhat or very confident that their company's personalization strategies will create stronger relationships with customers, according to a recent report from the CMO Council and Microsoft.

The report was based on data from a survey of 179 senior marketers (48% work for organizations that are primarily B2B-focused; 18%, B2C-focused; and 34%, hybrid).

Some 26% of respondents say they are very confident in how their company is approaching personalization, 49% say they are hopefully optimistic, 17% say they are waiting to see, and 8% say they are dubious.

Some 29% of respondents say an omni-channel approach is the key to successful personalization, 22% cite having the right tools, 37% cite a unified customer view, and 12% cite predictive analytics.

About the research: The report was based on data from a survey of 179 senior marketers (48% work for organizations that are primarily B2B-focused; 18%, B2C-focused; and 34%, hybrid).