When seeking B2B solutions, most buyers anticipate a customized experience with pertinent content. Meeting these changing expectations is crucial, as failing to do so can result in lost deals. Companies that prioritize personalized content marketing investments can enhance engagement, increase conversions, and, ultimately, boost revenue.

Why is personalized content important?

The landscape of buyer engagement and the sales cycle has significantly transformed in recent years. Modern buyers are highly informed, conducting an average of 27 information-gathering sessions before engaging with a sales representative. When buyers interact with sellers, they expect personalized and highly relevant information. Studies, such as those conducted by McKinsey, highlight that over 70% of today’s buyers anticipate a customized experience. Moreover, 76% are willing to switch to another organization if dissatisfied with their experience.

Personalization not only meets customer expectations but has also proven to be remarkably effective. It cuts through the clutter of marketing messages, capturing the attention of buyers bombarded by various advertisements.

Personalization strategies and tips

  1. Know your buyer: Central to personalization is a profound comprehension of the buyer. Integrating a research phase into your content personalization strategy guarantees team alignment regarding buyer needs and preferences. This approach ensures that the content remains highly relevant and relatable. Marketing can contribute by creating detailed personas and customer journey maps, while insights from sales, gathered through frequent interactions with prospects, can further enhance this understanding.
  2. Make messaging relevant: Once teams have a solid grasp of the buyer, it’s time to develop content. Segmenting audiences based on essential characteristics such as demographics, company size, job title, or past engagement with your brand is beneficial. During brainstorming sessions, identify messages tailored for each group and the types of content they are likely to engage with. The more data points you have on the customer, the more targeted and relevant your content can be.

3. Curate content carefully: Ensuring content discoverability is a crucial aspect of the equation. With the increasing content volume, marketing teams must establish a systematic approach to managing the content library, organizing it by segment or buyer stage, and ensuring seamless access for customer-facing groups. Maintaining the relevance of content over time and promptly updating it, as well as removing or adding new assets as necessary to align with the business objectives, is equally vital.


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