Among the enterprise teams that are adapting, business to- business (B2B) sales may be facing the greatest challenges of all. Why? Because B2B sales executives traditionally grounded their success on being able to engage with buyers and nurture relationships face to- face. But that approach may no longer be possible. Instead, sales executives need to rely increasingly on technology to build and nurture relationships with buyers. To ensure business continuity, they need to recognize that personalizing digital content is now a critical capability for enterprise sales.