by Carl Bunton 3 months ago 
When you think about B2B marketing, personalization might not be the first thing that comes to mind. But just like consumers, businesses want to feel understood and valued. Gone are the days of sending generic messages to every prospect—people expect more now. So, how can you add that personal touch to your B2B marketing strategy? Think of it like a custom-built transformer, specifically designed to adapt to each client’s needs.
Here are 3 simple ways to get started.
Use Data to Make Your Messaging Relevant
No one wants to read a cookie-cutter marketing email. You want to use data to get specific about what your audience cares about. Start by gathering insights – like from your CRM, website analytics, and even customer feedback. Look at the pain points, goals, and challenges of your prospects.
Once you have this information, you can start creating messages that actually matter to them. For example, if you’re targeting a tech company that’s struggling with scaling, talk about how your solution can help with that exact issue. Why does this work? Personalization shows you understand their needs, making it way more likely they’ll engage with you.
Go All-In with Account-Based Marketing (ABM)
Account-based marketing (ABM) is one of the best ways to take personalization to the next level. Instead of casting a wide net, ABM lets you focus on specific high-value accounts and tailor your entire strategy around them. Think of it like this: instead of sending one-size-fits-all content, you’re sending custom-made messaging to companies that really matter to your business.
Here’s how you do it: identify key accounts that align with your business goals, then create marketing campaigns specifically for them. Maybe you’re crafting a series of emails or even a personalized landing page for each company. The whole point is to show that you really get their needs and challenges. Why does ABM work so well? It’s simple—companies are more likely to respond when they feel like you’re not just firing off generic content.
Make Your Automated Emails Feel More Personal
Automation and personalization might sound like opposites, but when done right, they actually work perfectly together. You can set up automated workflows that send personalized messages based on specific actions a prospect takes, like visiting your website or downloading a resource.
But the key is making those emails feel like they’re coming from a real person, not a robot. Use their name in the subject line, refer to the exact content they interacted with, and recommend the next steps that make sense for where they are in their buyer’s journey. The goal is to make them feel like you’re genuinely paying attention to their needs—not just hitting them with automated fluff.
In the end, B2B marketing is all about building relationships. Personalization isn’t just a nice-to-have anymore; it’s essential if you want to stand out!