Lumen Scales B2B Personalization With Demandbase Partnership

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As B2B buyers demand more relevant and responsive engagement, Lumen Technologies is responding with precision. The enterprise telecom and networking giant has deepened its personalization capabilities through an expanded partnership with Demandbase, an AI-powered account-based marketing (ABM) platform.

The goal: to deliver dynamic, account-level experiences across web, advertising, and sales channels — while aligning marketing more closely with revenue. Lumen now uses Demandbase’s orchestration, intent data, and site personalization tools to tailor digital interactions for high-value buyers throughout the funnel.

“Buyers today want B2C-level experiences even in B2B categories,” said Traci Rodemeyer, VP of Marketing at Lumen. “This partnership lets us deliver relevance and value at every digital touchpoint, especially for complex enterprise sales.”

The impact has been measurable. According to Lumen, early campaigns built on the new Demandbase stack have increased marketing-qualified accounts (MQAs) by 40% and reduced sales cycle friction. The integration also enables Lumen to segment prospects based on real-time buying signals and orchestrate coordinated outreach across departments.

The move reflects a broader shift in B2B marketing. As decision cycles lengthen and buying committees grow, personalization is no longer optional — it’s foundational. Platforms like Demandbase give enterprise marketers a way to scale individualization across thousands of accounts without sacrificing efficiency or control.

With rising expectations for relevance and a shrinking tolerance for spray-and-pray tactics, Lumen’s personalization strategy underscores a new rule of B2B engagement: don’t just target — tailor.