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If you do one thing to change your B2B content strategy this year, get personal.

Personalization isn’t just a strategy; it’s the cornerstone of a transformative narrative in B2B marketing. Creating content to support our customers’ objectives relies on our intricate knowledge of their challenges. Personalizing marketing communication is the key differentiator in the ever-changing digital landscape, turning ordinary interactions into meaningful connections. Let’s explore why diving into personalization is imperative for your B2B marketing efforts.

The Shift Towards Personal Engagement

Gone are the days of one-size-fits-all marketing. In an era of “feed fatigue,” where engagement with traditional ads is dwindling, gated content reigns supreme. It’s about offering value, crafting content that addresses specific needs, and doing so without relentless targeting. This approach garners attention and builds trust and rapport with your audience.

The Convergence of Core Trends

The B2B landscape is uniting under the banner of relevance, responsibility, sustainability, and creativity. It’s about learning from B2C trends, embracing storytelling, and adopting non-linear, innovative approaches. Personalization in B2B marketing means tapping into these trends, ensuring your message isn’t just heard but felt and remembered.

Benefits that Speak Volumes

Personalization isn’t just a buzzword; it’s a strategy backed by tangible benefits. It leads to higher engagement, fosters loyalty, and significantly boosts lead generation. By tailoring your message to your audience’s specific needs and preferences, you’re not just reaching out; you’re resonating.

Practical Tips for a Personalized Approach

  1. Understand and Adapt: Leverage social media insights to understand platform nuances and user behaviors. Each platform offers a unique landscape; tailor your strategies to fit these specifics.
  2. Engage and Interact: Platforms like LinkedIn prioritize content from users who engage consistently and contribute value. Make your presence felt by interacting, commenting, and adding value to discussions.
  3. Create and Connect: Leverage gated content to offer value without over-targeting. Use diverse content formats to cater to different preferences, ensuring your message is seen and felt.
  4. Speak their Language: Tailor your marcoms language and tone to match your audience’s expectations. Whether professional, conversational, or inspirational, ensure it resonates with your audience’s preferences.
  5. Curate Consistency: With algorithms favoring consistency, ensure your posting schedule is regular and consistent. It’s about something other than the volume of posts but the value and consistency they offer.

All the data from our campaigns and experiences within our agency increasingly show us that personalization in B2B marketing is not just a trend. Embracing a customized approach to customer groups is a shift towards more meaningful, engaging, and effective marketing. By understanding your audience, leveraging data, and consistently delivering value, you’re not just marketing; you’re connecting, engaging, and growing.

Let us take you through our proven experience. Book an introductory call with our team at 


Photo by Nathan Dumlao on Unsplash

Claire Jones-Hughes

Claire Jones-Hughes is the Creative Director responsible for client campaign strategy and marketing communications.