The Power of Hyper-Personalization in B2B Marketing and Sales

Feb 12, 2025

Why B2B Buyers Are Frustrated

B2B buyers are increasingly frustrated with the old buying process, which feels impersonal and outdated. Since the paradigm shift during COVID-19, more than two-thirds of buyers have opted for remote human interactions or digital self-service across the sales process, a shift accelerated by the pandemic. According to a report from McKinsey, this underscores the need for sellers to offer in-person, remote, and digital self-serve interactions in equal measure to meet buyers’ expectations. (McKinsey)

The Problem: Generic Customer Journeys

The root of the problem is that most B2B customer journeys are generic. Buyers across different industries and roles receive the same value propositions, which fail to address their specific challenges and priorities. This lack of personalization results in:

Irrelevant messaging: Buyers don’t see how a solution directly benefits them.
Frustration and disengagement: They feel unheard and unvalued.
Lower brand perception and conversion rates: Companies miss opportunities due to ineffective communication.

A study by Gartner found that 77% of B2B buyers feel that making a purchase is very complicated and time-consuming, often due to generic and non-personalized interactions, while 90% of survey customers do not follow a straightforward customer journey, often looping back and repeating at least one or more tasks in the buyer journey (Liferay)

How Companies Can Improve: Best Practices for B2B Hyper-Personalization

To create a more engaging and effective sales process, companies need to hyper-personalize their bottom-of-funnel content and sales collateral. Here’s how:

Map Out the Ideal Customer Profile (ICP):

Define the key industries you’re targeting.
Identify all relevant roles within the buying center.

Identify Pain Points for Each Segment:

Understand the unique challenges faced by different industries.
Recognize the specific needs of each role in the decision-making process.

Map Out Your Solution to Each Pain Point:

Align the right use case, key benefits, and results to each pain point.
Further improve by supporting with relevant customer case studies and/or quotes.

Adapt Messaging, Content, and Collateral Accordingly:

Create variations of sales collateral tailored to each ICP segment.
Ensure that value propositions align with the unique concerns of every industry and role.

Execute Micro-Campaigns:

Target smaller, highly specific audience segments.
Personalization leads to higher engagement and improved conversion rates.

Research indicates that B2B buyers engage with 3-7 pieces of content before talking to a sales rep, highlighting the importance of tailored content in influencing purchasing decisions. (Oren Greenberg)

The New Era of Scalable Hyper-Personalization

Until recently, executing hyper-personalized B2B campaigns at scale was nearly impossible. The cost and time required to develop tailored assets for every ICP segment were prohibitive.

Now, with solutions like Dreamwriter, marketing and sales teams can create hyper-personalized content and collateral at scale, ensuring that every single prospect receives messaging that is tailored to their specific needs and pain points.