In today’s sales-driven business environment, B2B brand initiatives often play a secondary role to sales strategy and tactics aimed at hitting short-term revenue targets.

As customers increasingly gravitate toward companies that make them feel understood, personalization — the use of tailored digital marketing and communications efforts at the individual customer level — can be a B2B brand’s secret weapon for building trust and engagement, boosting revenue, and driving long-term growth.

Personalization as a strategic growth engine

Customers want to be treated as individuals, not just sales targets. Brands excelling in personalized content and services don’t just build trust — they often surpass revenue expectations. Deloitte reports that three out of four consumers say they’re more likely to buy from brands that deliver personalized content, and 48% of brands that do well at personalization  are more likely to exceed revenue goals.

Personalize at scale with generative AI 

Technology is reshaping how B2B brands engage customers. GenAI allows companies to move from generic campaigns to highly tailored communications for specific customer segments by enabling hyper-personalization at scale. McKinsey cites the case of a European telco that used GenAI to create messaging for 150 microsegments, resulting in a 40% lift in response rates and a 25% reduction in deployment costs.

This shift allows B2B organizations to deliver meaningful experiences at every stage of the customer journey while optimizing resources.

Prioritize personalization — but don’t get too personal 

At its best, personalized marketing isn’t the goal, but a means to increase engagement, boost satisfaction, and improve conversion rates. Gartner recommends an iterative, “test and learn” approach that prioritizes personalization tactics and measures their impact using the KPIs that matter most to your organization. This includes tracking the effectiveness of personalization at critical points in the B2B buying journey.

But keep in mind that personalization strategies can backfire. Gartner reports that while “helpful” personalization — e.g., relevant, timely support — moves buyers along the journey, 55% of buyers say that they’ll stop doing business with a brand whose communications feel invasive.

Use personalization to create more meaningful, lasting customer relationships

In a culture obsessed with sales results, the quiet power of B2B brands lies in their ability to combine personalization, advanced technology, and strategy to boost engagement and increase conversions.

Looking for ways to integrate or enhance personalization in your B2B marketing strategy? Reach out to one of our archers.