For years, personalisation has been seen as a strategy reserved for B2C businesses—think Netflix recommendations, Amazon’s “You may also like” suggestions, and hyper-targeted ads from your favorite brands. But the reality is that personalisation is just as crucial in B2B, if not more so. Even though the B2C market is more top of mind with its household brands, the B2B e-commerce market is significantly bigger in transaction value, roughly 4,5 times bigger, than the B2C e-commerce market with higher transaction values and by the fact that there are more businesses than consumers. Thinking personalisation is only for B2C!? Think again! Personalisation strategies are highly effective and a necessity also for B2B.
The Misconception: B2B Is About Logic, Not Emotion
One of the biggest myths in B2B marketing is that purchasing decisions are purely logical and based on business needs, ROI, and data. While these factors matter, we often forget that B2B buyers are humans, too. They want to feel understood, valued, and confident in their decisions—just like any B2C consumer.
Why Personalisation Matters in B2B
- Complex Buying Journeys – Unlike B2C, where a single consumer might make an instant decision, B2B sales cycles are long and involve multiple stakeholders. A one-size-fits-all approach doesn’t work. Personalised experiences help nurture leads and address individual pain points throughout the journey.
- Higher Customer Expectations – B2B buyers are also B2C consumers in their daily lives, and they expect the same level of personalisation they experience from their favorite brands. Generic email blasts and broad messaging no longer cut it.
- Data-Driven Opportunities – With advanced AI and CRM systems, companies can now leverage data to personalise everything from content to outreach strategies. Whether it’s tailored email campaigns, personalised LinkedIn messaging, or dynamic website content, the tools exist to make personalisation scalable.
How to Implement Personalisation in B2B
- Segmentation Beyond Industry and Job Title – Go deeper than basic demographic segmentation. Consider behavioral data, pain points, and engagement history to create highly targeted marketing efforts.
- Account-Based Marketing (ABM) – ABM takes personalisation to the next level by treating key accounts as individual markets. Custom content, personalised outreach, and dedicated marketing strategies for high-value accounts can significantly improve conversion rates.
- AI-Driven Personalisation – Leverage AI tools to analyze buyer behavior, predict needs, and automate personalised interactions. AI can suggest relevant content, optimize email timing, and even provide real-time insights into customer intent.
- Customized Content Journeys – Instead of sending the same whitepaper to all leads, tailor content based on where the prospect is in the funnel. Provide case studies, product demos, or ROI calculators based on specific needs.
- Human Touch in Sales – While automation is powerful, personalisation should extend to human interactions. Sales teams should have access to personalised insights to make conversations more relevant and engaging.
The Future of B2B Personalisation
As AI and automation continue to evolve, B2B personalisation will only become more refined. Companies that invest in understanding their buyers and delivering highly relevant experiences will gain a competitive edge.
B2B is no longer just about selling to companies—it’s about building relationships with the people behind those companies. Personalisation is the key to making that happen.
Still thinking personalisation is only for B2C!? Think again!
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