Personalization in B2B Marketing | How Far Should We Go?
Polina Kumanova
7 replies
Personalization can significantly impact engagement in B2B marketing, but where do you draw the line? How do you personalize your marketing efforts without crossing privacy boundaries?
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Bailey Dotson@bailey_dotson
This is a great topic! I think personalization can really help in B2B marketing, but we need to balance it carefully.
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@bailey_dotson I`m totally with you Bailey! Balance always matters. Just curious about colleagues` insights on what`s the most successful strategy to do so.
Personalization is so important, but I sometimes wonder if we’re overdoing it. Do you think there’s a risk of making clients feel uncomfortable?
@charlos_brat I always try to put myself in clients` shoes and think about how they would feel. In my point of view, communication matters a lot. It worth to study each client deeply and understand what`s behind his/her personality, what impacts his reactions and decisions. Even though we`re considering B2B, there still a personality behind the business. So I would rather group customers with more or less similar behavior and tailor proposals for them to keep the balance between being pushy and giving them enough space.
I agree that personalization can drive engagement. In your experience, what’s the best way to personalize without making it feel too invasive?
@yolanda_c_schneider Hey Yolanda, thanks for your comment!
Well, I would mention personalized pricing proposals matter a lot in B2B sales, as well as constant customer support.
Would be thankful to hear if you have any insights/recommendations based on your experience.
I think personalization in B2B marketing can be super effective when done right, but you gotta be careful not to overdo it and come across as creepy, you know? Like using a prospect's name and company is cool, but bringing up their recent vacation pics from Insta might cross the line 😅 Focus on showing you understand their pain points and goals, not stalking their socials. Some good personalization tactics: segment your email lists, tailor content recs to different personas, create account-specific landing pages for ABM campaigns. But always give an easy opt-out and don't go overboard. It's a balancing act! Would love to hear how others are handling this.