AI- and data-driven marketing transformation improves B2B customer experience by unifying data, automating personalization, and aligning go-to-market decisions to real behavior signals. TSC's Chief Strategy Officer JJ La Pata notes that the fastest CX gains come from connecting first-party data (CRM, product usage, and web intent) to consistent messaging across sales, marketing, and customer success. For a concrete benchmark, Salesforce’s 2023 “State of the Connected Customer” reported 73% of customers expect companies to understand their unique needs and expectations.