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5 effective content personalization strategies for B2B

content personalization

When a B2B enterprise conducts marketing activities to its customers, one of the most powerful and effective approaches today is to personalize content and messages. On the market today, it is not rare that Marketing automation tools and software can support businesses to do this: HubSpot, MailChimp, Salesforce, …

In Demand Metric and Seismic’s Content Marketing’s Evolution – Content Marketing’s Evolution: The Age of Hyper-Personalization and Automation, 80% of respondents said personalized messages were more effective than non-personal messages. chemical. This report goes on to cover five main types of content personalization strategies that businesses can use:

1. Personalization according to customer segments

This is the most common form of content personalization. In the report above, 68% said they have used a segmented personalization. It’s also the easiest content personalization to do. Businesses can target industries, sectors, departments, positions, geography, or customer behavior.

In the content strategy, make sure that you have content for different segments. To replicate content creation capabilities, start by writing a general outline with the main ideas that all content should have, which accounts for 80% of the content of content. The remaining 20% โ€‹โ€‹should be used to write personalized versions of each content type.

You can see Different Types of Customers and How to Approach Themย 

2. Personalize according to the shopper portrayal

If your business doesn’t yet have a prospect portrait, it’s time to stop all content activity and get started on writing the customer portrait right away. Writing content is much easier when you visualize your audience – your readers. When you understand these readers, the creative business content will make a much stronger and more convincing impression.

The client’s portraits can be described and studied in great detail based on data or simply symbolic descriptions, it is important that you write and describe it on paper and documents. Whether. Businesses can enrich customers’ portraits over time through the data collected, and this will make it much easier to personalize content according to a shopper portrait.

In your content strategy, specify a target audience for each content type and personalize the content for that set of shoppers. Make sure your content is diverse enough for different client portraits, not just focusing on one.

3. Personalization according to buyer stages

content personalization

Another content personalization strategy is to rely on the stages of the buying journey, thereby creating content that is appropriate for each stage. This way, you are responding to the customer’s questions and inquiries, solving their problems in stages. If your content is of sufficient quality, this will help a lot in transitioning customers into the deeper stages of the buying journey with the business

It is also an effective way to ensure that your business is still opening up the funnel while still meeting the needs of customers in the lower funnel stages, including upcoming customers. closed deal.

In the report mentioned above, 33% of respondents said they had implemented content personalization in the shopper stage. Businesses can consider this content personalization strategy to maximize their competitive advantage over competitors.

4. Personalization according to specific customers (Account-Specific Marketing)

Account-Based Marketing (ABM) is a concept that has been around for a long time, even before the internet exploded. ABM means you define in advance the specific customers that the business wants them to become your customers and specifically market to them.

In other words, instead of marketing to the general market and watching their reactions, businesses actively target specific audiences and individuals by their names (for example, Anh Minh, Marketing Manager of ABC Company, …). Marketing activities will improve overtime as data and insights about that customer are collected.

5. Personalization for potential customers

Another way to connect with customers is to create specific content tailored to each lead’s needs. This method is very effective because you can customize the content based on the issue of the customer.

Of course, customer problems will vary, but it is important to find common and frequent problems in the majority of potential customers of your business. When finding out these customer problems, you will develop a content platform and based on that customizing and personalizing those content to different customers.

Another way to optimize is to tailor and personalize content for only the best quality leads of the business, accounting for about 20% of the total number of business leads.

In addition to content personalization, there are many other B2B marketing ideas that businesses can use for their b2b marketing strategies.

Here is way How to find the potential customer?


Thereโ€™s a lot of evolving trends and desires from consumers out there and in order to keep up with their expectations, businesses will have to adopt some sort of personalization model. Personalization can make or break your relationship with your customers and keep you ahead of your competitors

Thank you
Leadee.ai Team
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