Why Personalisation Matters in B2B Marketing

In today’s fast-paced business environment, companies are constantly looking for ways to stand out from the competition and connect with their customers on a deeper level. One of the most effective ways to achieve this is through personalization. Personalization has become an indispensable marketing strategy among B2B marketers worldwide, representing a drastic shift from the quantity-based marketing mindset of the past. By tailoring their marketing efforts to individual customers’ specific needs and preferences, companies can create more meaningful connections and deliver more relevant and engaging experiences.

Before we delve into the specifics, let’s understand what personalisation means in the B2B context. It’s not just about addressing your potential client by their first name. It’s about understanding their unique challenges, preferences, and needs, and tailoring your messaging and offers accordingly.

Companies that prioritize personalized marketing have seen significant improvement in their customer experience. Personalized marketing enables businesses to resonate more deeply with their audience, fostering trust and engagement. According to a study by Evergage, 98% of marketers agree that personalization positively impacts customer relationships, with 74% describing that impact as “strong” or “extremely strong”¹.

There is a stark difference in conversion rates between personalized and non-personalized marketing strategies. Personalized email campaigns have an average open rate of 18.8%, compared to 13.1% for non-personalized emails.

Similarly, the click-through rate for personalized emails is 2.1%, almost double the 1.4% for non-personalized emails.

LinkedIn is a goldmine for B2B marketers. With over 740 million professionals on the platform, it’s an essential channel for personalised outreach. When sending connection requests or InMail, always make sure to:

• Research the Prospect: Understand their role, recent achievements, or any content they’ve shared.
• Tailored Messages: Don’t use generic templates. Customise your message to show genuine interest and relevance.

A personalised approach on LinkedIn can lead to a higher response rate compared to generic outreach. For example, according to a case study by Expandi, content retargeting mixed with advanced dynamic personalization led to a 78.9% connected rate and 61.7% total replied rate.

Email is a classic tool in the B2B marketer’s arsenal. However, its effectiveness can skyrocket when integrated with personalisation:

• Segmented Lists: Group your subscribers based on their interests, demographics, or behaviours. This allows you to send relevant content.
• Dynamic Content: Use data to change parts of the email content based on the recipient’s past behaviour or preferences.

Businesses that use personalised marketing emails see 6x higher transaction rates than those that don’t². Personalized promotional emails had 29% higher unique open rates and 41% higher unique click rates.

Similarly, personalized triggered emails had 25% higher unique open rates and 51% higher unique click rates²

In conclusion, personalization is a powerful tool for B2B marketers looking to connect with their customers on a deeper level. By tailoring their marketing efforts to the specific needs and preferences of individual customers, companies can create more meaningful connections and deliver more relevant and engaging experiences. Whether through LinkedIn outreach or email marketing, personalization can help companies stand out from the competition and drive conversions.

At Growth Wizards, we understand the power of personalisation in B2B marketing. Let us guide you in crafting strategies that truly resonate with your audience.