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4 Lucrative B2B personalisation Strategies

Email marketing
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By David Battson 4 min read

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One of the things I am a huge fan of is personalisation – and I don’t just mean “Hi Dave” in the body.

By tailoring your messaging and approach to the specific needs, interests, and behaviours of individual prospects, you can significantly improve the chances of converting leads into customers and increase the overall return on investment (ROI) of your marketing efforts.

One of the primary benefits of personalisation is that it helps to build trust and credibility with your leads.

When prospects feel that you understand their needs and are addressing them directly, they are more likely to engage with your content and consider your solution. Personalisation also helps to make your messaging more relevant and compelling, which can increase the likelihood of conversion.

There are several ways to incorporate personalisation into your B2B lead nurturing campaigns through marketing automation – whether hunting for new customers or nurturing existing and lapsed customers. Some strategies include:

  1. Use segmentation & modelling to more accurately select your audience – cleverly selecting customers and prospects more likely to convert: One of the first steps in personalisation is to segment your audience into groups based on shared characteristics or behaviours. This allows you to create targeted messaging that is relevant to each group, rather than sending generic messages to everyone on your list.

    If you are looking to source 3rd party data from external suppliers then talk to the supplier about propensity modelling. Traditionally people source B2B data based on a pre-defined list of job titles, industries and employee sizes etc. This will work.

    However, propensity modelling can utilise many more business descriptors, from size of car park, premise type, import and export flags and more to give your campaigns more oomph. The process is to score all records based on how closely they match your customer segments.

    This gives a much more accurate selection of prospects that are likely to convert and in so doing, reduces wastage and opens up high potential prospects you may otherwise have overlooked.

    And as the data you purchase shares the characteristics of your customers you are much more likely to know how to communicate with them; what messaging or imagery will resonate.

  2. Using Dynamic content is smart. It adapts to the ACTUAL behaviour of your recipient... eliminating guesswork:.Dynamic content can change images, blocks of text or even whole creatives to tailor the messaging to what the recipient is actually interested in. Accurate tracking of prospect behaviour from the links they click to and the pages they subsequently visit can allow you to truly personalise the campaigns.

    If you offer multiple products and services and a recipient is consistently looking at “Service A” then this is the content you need to target with. Whether subtle via the use of a personalised hero image or more obviously with their next communication exclusively talking about “Service A”.

  3. Personalised emails: Personalised email subject lines and messaging can help to increase the open and click-through rates of your emails. You can use marketing automation to send targeted emails based on the actions or behaviours of your leads, such as abandoned enquiry emails for leads who started the process of enquiring without completing the form.

    As always, use split-testing on your subject lines to trial different styles of personalised subject lines – but ultimately the key is to make the recipient feel the email is meant for them and not a-n-other prospect.

  4. Personalised landing pages: Customised landing pages can also help to increase conversions by presenting relevant content and offers to your leads. Creating personalised landing pages based on the actions or characteristics of your leads helps to increase the relevance and effectiveness of your campaigns and ultimately the number of enquiries you receive.

    Personalisation can also extend to pre-filling forms so that the recipients have to do less “work” to make an enquiry.

By tailoring your messaging and approach to the specific needs and behaviours of your leads, you can improve the chances of conversion and increase the ROI of your marketing efforts.

For me, this is also personal because I was on the team of creators for Dynamo, our lead acceleration platform which we built at Data HQ to make automated personalisation available to businesses of all sizes.

Our clients were struggling to keep pace with the growing number of decision makers and influencers involved in a B2B sale. And the sheer number of times you need to be in touch across so many channels.

So we fixed it.

And we did this with Dynamo without breaking the bank.

I’m the operations Director at Data HQ. I’ve been with the business for 20 years and I’m a numbers man at heart. I love how the combination of analytics; propensity modelling, and good data can help our clients smash old lead generation models. Building all this into Dynamo was a dream project for me.

I’m always available for a chat if you need a hand with your campaign.

You can email me at, or we can keep in touch on LinkedIn where I regularly share insights into the projects we’re running.

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