In today's crowded B2B landscape, standing out from the competition requires a strategic and personalized approach. Gone are the days of generic messaging and one-size-fits-all marketing tactics. Customers expect B2B content personalization—they want to feel seen and heard, not like one of a million potential buyers.
Account-based marketing (ABM) is one way to align your content and strategy around personalization. By tailoring your approach to the individual decision-makers within your target accounts, you can dramatically improve engagement and conversion rates, and ultimately achieve revenue growth in a competitive B2B landscape. And today’s AI tools make it easier than ever.
Why Personalization Is an Absolute Must
Personalization in B2B marketing isn’t merely a recommendation—it's an absolute necessity. Your competitors are likely already doing it, and if they’re not, they’re going to be soon. Why?
- Increased engagement and conversions
- Enhanced brand differentiation
- Streamlined sales and marketing efforts
Think about it: Is your target decision-maker more likely to respond to a general article, email, or online display ad, or one that really resonates with their problem or need? By speaking to the specific needs of those in your target market, personalization tactics like ABM can lead to higher engagement and deeper connections. That results in better conversion rates and overall ROI.
The proof is in the stats: According to a Forrester study for Adobe, nearly 60% of B2B customers expect fully or mostly personalized content when researching a company's products or services—and 66% expect it when making a purchase. B2B companies need to meet these expectations or be left behind.
How to Implement Personalization in Your B2B Strategy
Implementing personalization starts with understanding it’s an ongoing process. It requires continuous data collection, analysis, and refinement to stay effective. Here are best practices for personalizing your buyer journey in an authentic, AI-enabled way:
Gather and Segment Data
Start by gathering data about your target audience—company info, demographics, website behavior, and more. AI-powered tools can automate this process and surface actionable insights. Segment your audience by shared characteristics and intent signals to create targeted content strategies.
Leverage Technology
Use CRM systems to store customer data and personalize communications. AI-powered platforms can predict needs, recommend next best actions, and prioritize leads. Automation can also streamline personalized email campaigns and serve relevant website content based on user behavior and firmographics.
Focus on Your Website
Website personalization can significantly boost conversions. Swap generic CTAs for context-specific ones (e.g., a trial based on past pageviews). Tailor experiences by company size—small businesses may want pricing details, while enterprises seek case studies and consultative CTAs. AI can help serve the right version.
Create Targeted Content
Develop tailored content—blogs, white papers, case studies—for each segment. Generative AI can adapt tone and messaging at scale. Use segmented email lists and AI-powered platforms to personalize subject lines, send times, and content, improving engagement and CTRs.
Focus on Individual Interactions
Research decision-makers and tailor outreach accordingly. AI in CRM and sales tools can reveal what matters most. Personalized chatbots can deliver real-time, relevant support based on user firmographics and site behavior.
Measure and Optimize
Track campaign performance—engagement, click-through, conversion. AI analytics platforms can pinpoint the highest-performing tactics and optimize campaigns automatically across segments and channels.
The Future of B2B Personalization Is AI-Powered
Today's AI tools make personalization both more powerful and more scalable than ever before. By embracing AI capabilities now, B2B marketers can create deeper connections with prospects and customers, driving increased engagement, loyalty, and ultimately, revenue growth.
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Learn more about how we can help you leverage AI for personalization in this ebook.