A COMPLETE GUIDE TO B2B PERSONALIZATION (+ EXAMPLES)

People experience a variety of psychological benefits when they experience something tailored to them. Personalization acknowledges their individuality, making them feel valued and understood, conjuring up feelings of relevance, connection and appreciation. It can trigger a sense of reciprocity, where individuals feel inclined to return the effort or gesture. In fact, personalized content experiences can often evoke a sense of familiarity and comfort, building trust and loyalty towards the entity providing the personalization.

So, you can see why more and more businesses are wising up to the persuasive powers of getting personal.

This guide will show you how to not only jump onto the bespoke bandwagon but firmly take the reins.
First things first:

Personalization in B2B content marketing means customizing your communication to suit each B2B customer. It’s about honing in on their needs and understanding them better, so you can deliver quicker, more fitting experiences. By making them feel understood and valued, you can demonstrate yourself as a trusted partner who genuinely cares about their success.

So, how do you do it?

Well, it starts with collecting data – lots of it. You want to gather as much information as you can about your B2B prospects, from their company size and industry to their past purchases and browsing behavior. Who are the key stakeholders? Who makes the decisions? Then, you use that data to segment your audience into smaller, more targeted groups and create personalized marketing campaigns that speak directly to each segment’s unique needs and interests.

Whether it’s sending personalized emails, offering targeted product recommendations, or creating customized content throughout the customer journey, B2B personalization is all about making meaningful connections and building stronger relationships with key stakeholders. These connections can make all the difference to your bottom line.

B2B personalization is not a passing trend – it’s here to stay. But why?

People very clearly want it

About 80% of people have said personalized experiences are important to them. It’s the payoff people increasingly expect for sharing their data and information with you. Research by Salesforce has, in fact, shown that almost 60% of consumers are willing to share personal data in exchange for personalized offers or discounts.

It cuts through the noise

B2B buyers are bombarded with marketing messages from every angle. Emails, ads, social media – everyone’s vying for their attention. In such a crowded marketplace, generic marketing just doesn’t hit the mark. Personalization will cut through the noise and get your message heard.

It increases engagement and drives growth

B2B buyers are more likely to engage with brands that treat them as individuals and make them feel valued by offering personalized experiences. Personalization makes your marketing more relevant and compelling, driving higher engagement and ultimately, more conversions.

Salesforce research has found that high-performing marketing teams are significantly more likely to use web personalization. McKinsey & Company also discovered that effective personalization boosts customer loyalty, basket size, cross-selling, purchase frequency, and beyond.

It builds trust and credibility

Businesses want to work with partners they trust and believe will deliver value. Personalization helps you demonstrate that you’ve done your homework and are genuinely invested in their success. This will establish credibility and strengthen your relationship with them.

It maximizes ROI

Marketers are looking to maximize their return on investment (aren’t we all!). By delivering more relevant and targeted marketing messages, you increase the likelihood that your efforts will resonate with your audience and drive desired outcomes, whether for inbound lead generation, outbound lead gen and sales or customer retention.

Today’s tools and technology mean you can track and measure the impact of your personalization efforts, allowing you to continually optimize and improve your results.

It helps target high-intent decision-makers

Marketers can use the personalization process to distinguish who the key decision-makers are. (For example, those checking out your pricing pages.) This helps focus internal efforts on those high-value leads, while delivering helpful content to your prospects. It’s a win-win for both sides.

B2B personalization has come a long way since the early days of ‘Dear [firstname]’ emails. Now it’s pretty effortless and effective – with the right tool. Turtl combines the data insights and technology that B2B sellers need to swiftly adopt effective personalization campaigns. Here’s how.

Turtl Analytics tracks reader interactions with online documents to define where their interests, values and pain points lie. This helps marketers define their audience and place them into different segments.

Any part of your online document can be personalized – text, pages, images, charts, videos, polls, tables – you decide what to reveal, and what to hide from the master version. Create customized sales proposals that address unique pain points and priorities, send personalized newsletters that deliver more relevant information, switch up brochure content based on location, spotlight a specific solution to make that sale… you get the gist.

The next part of the adoption process then steps up another notch, because personalized Turtl Docs can be scaled for thousands of accounts. You can personalize unlimited sales collateral for unlimited sends – such as online brochures, digital whitepapers, ebooks, and any type of online document such as reports, guides and digital sales presentations.

The result?

• Reader engagement improved by up to 84%

• Conversion rates increased by 88%

• Read time increased by 100%

No more whitepaper PDF downloads or set-in-stone business brochures – but dynamic, personalized content that’s backed by data and designed for individual humans. Read exactly why you should switch your PDF whitepaper to an online document.

Let’s take a look at how Turtl customers have used personalized online documents to their advantage:

Turtl + Telenet + LeadFabric

By using Turtl to create highly engaging content and to gather actionable audience insights, Telenet and LeadFabric created a powerful content feedback loop with impressive results:

• 4 minute average read time

• 88% conversion rate

• 1400 leads generated in 60 days

• 10x more subscriptions

• 4x more meetings booked

• 11% bounce rate

Turtl + Informa Markets

With Turtl, Informa Markets empowered teams to deliver high-performing, personalized proposals in 90% less time.

• Production time cut to 15 minutes

• 1,540 hours saved per person, yearly

• $138,000+ annual savings

As you know, we don’t do things by halves and we certainly don’t develop features without them being rooted in psychology or backed by data.

With this in mind, Turtl’s Senior Marketing Analyst,  David Rozman, tracked over 400 million rows of reading sessions that Turtl collected from every piece of content made within the software, to discover the truth behind personalization… His findings? That personalized content created in Turtl is driving clear results. It has more reads, fewer bounces, and more interactions.

The research also revealed that, compared to non-personalized content, deeply personalized content has…

• 64% less audience loss

• 43% more engagement

• 42% more interactions

• 84% more attention and engagement

Here’s the full insight from Turtl Labs:

B2B marketing has certainly evolved over the years, leaving its cold and clinical reputation firmly in the past. Downloadable PDF whitepapers, a one-size-fits-all corporate brochure, and those cringey corporate stock images (suit and skyscraper, anyone?) are no longer accepted by B2B buyers as a conversation starter.

B2B personalization isn’t complicated. It’s about creating content that fits your buyers’ needs — and drives pipeline growth. While it’s important to maintain brand voice and values, smart marketing and sales teams will be the ones being led by B2B buyers’ agendas – not their own.