Personalisation in B2B marketing: AI best practices and tools

As businesses strive to connect with their target audience in a more meaningful way, the role of artificial intelligence (AI) in enhancing personalisation has become increasingly crucial.

We already previously discussed amazing ways AI can transform B2B marketing and how to design an AI marketing-driven strategy. Now, it’s time to explore the best practices and tools that make AI-driven personalisation a game-changer in B2B marketing.

Data-Driven Insights

Data-driven insights come from raw data that your B2B company can use to make strategic, smarter decisions. B2B businesses are sitting on a goldmine of customer information on a daily basis, from product purchasing to marketing data. However, comprehending and taking action on a large volume of raw data poses a challenge. That’s when marketing personalisation powered by AI comes into play, promoting better data quality to create effective strategies powered by data-driven insights.

Businesses are sitting on a goldmine of information about their customers. AI algorithms can sift through this vast sea of data to identify patterns, behaviors, and preferences. You can create highly targeted and relevant content, enhancing the B2B customer experience and the likelihood of conversion.

In this example, Varun Kulkarni from Cisco Systems proposes a pragmatic marketing framework for product development that integrates AI-based data and insights. This approach emphasizes aligning product strategies with marketing and sales efforts. Through pragmatic marketing, digital product managers can prioritize features based on customer needs and preferences using AI data, ensuring products support the organization’s goal of market leadership or differentiation. B2B marketers can leverage this data to align with B2B sales and come up with impressive results toward achieving shared goals.

Source: Reveal
Source: Mind the Product

Dynamic Content Creation

Gone are the days of static email campaigns with one-size-fits-all content. AI-powered tools analyze user behavior in real time and adjust the content accordingly. You can adjust the subject line, modify the body of an email, showcase specific products, and more, ensuring that every interaction is tailored to the recipient’s interests.

Source: Mark Carrigan

Customer Segmentation

Segmentation allows marketers to tailor their messages and communication strategies to specific groups of businesses that share common characteristics. This ensures that the content is more relevant and resonates with the needs and interests of each segment.

AI algorithms can analyze vast amounts of data to identify patterns and trends within a B2B audience. This enables personalised marketing approaches that can address the unique challenges and preferences of each segment.

Predictive Analytics

Marketers can leverage predictive analytics for B2B personalisation, using AI algorithms to analyze historical and current data for making informed predictions about future outcomes. This technology benefits marketing strategies by enabling lead scoring, customer segmentation, content personalisation, campaign optimization, churn prediction, sales forecasting, cross-selling, up-selling, pricing strategy optimization, risk management, and marketing attribution. Dr. Shou-De Lin, the Chief Machine Learning Scientist at Appier, explains that generative AI offers fresh data for predictive AI training. Predictive AI collaborates with generative AI to enhance its outputs for improved performance for personalised marketing. The synergy between generative AI and predictive AI results in quality content that delivers effective performance.

Source: MartechAsia

AI-Driven Personal Assistants

B2B marketers can utilize AI-driven personal assistants to enhance various aspects of their marketing campaigns and lead generation to improve customer experiences. These assistants can automate lead generation, optimize customer segmentation, provide content recommendations, enhance email marketing, deploy chatbots for customer interaction, leverage predictive analytics, automate data analysis and reporting, manage social media, enable personalised advertising, and support sales teams with real-time information and automation.

According to Vasyl Rakivnenko from IngestAI, the effectiveness and efficiency of an AI virtual assistant or chatbot significantly rely on the quality of its data. Since AI systems improve through processing information, having accurate and reliable data is essential. Hence, the data you feed into your marketing automation or any other business system must also be relevant and accurate to ensure high quality.

Source: IngestAI

Tools of the Trade

Customer Relationship Management (CRM) systems integrated with AI capabilities allow businesses to manage and analyze customer interactions seamlessly. Marketing automation platforms streamline the entire marketing process, from lead generation to nurturing and conversion. Additionally, personalisation engines use machine learning algorithms to deliver customized content across various channels.

A CRM system plays an important role in attaining a successful omnichannel marketing strategy. According to Kate Liew, the Senior Director of APAC Marketing at Vonage, investing in an integrated CRM system can centralize customer data and interactions, allowing agents to have a 360-degree view of customers in any channel they engage with. Therefore, marketers can use omnichannel communication tools to start personalised conversations effectively.

CRM systems in B2B marketing assist in customer segmentation, lead management, and personalised campaigns. They offer robust analytics for measuring campaign success and contribute to customer retention by addressing issues promptly. Integrating with marketing automation enhances efficiency, and improved communication and collaboration among teams ensure a unified approach to customer interactions.

Personalised B2B Content Marketing Strategy Template

Major Steps
    Specific Action Plans
Define Your Target Audience
  • Identify key characteristics of your ideal B2B customers.
  • Understand their industry, role, challenges, and goals.
  • Create detailed buyer personas for different segments.
Buyer’s Journey Mapping
  • Define the stages of the buyer’s journey (awareness, consideration, decision).
  • Tailor content for each stage to address specific concerns and needs.
Conduct a Content Audit
  • Evaluate existing content for relevance and effectiveness.
  • Identify gaps and areas for improvement.
Set Clear Goals
  • Define specific, measurable, and realistic content marketing goals.
  • Align goals with broader business objectives (e.g., lead generation, brand awareness).
Develop Personalised Content
  • Create content addressing the pain points and challenges of the target audience.
  • Utilize various content types (B2B websites’ landing pages, blog posts, whitepapers, case studies, videos) based on preferences.
Leverage Account-Based Marketing (ABM)
  • Identify key accounts and decision-makers.
  • Tailor content specifically for these accounts, addressing unique needs.
Implement Personalisation Technologies
  • Use marketing automation tools for content personalisation.
  • Implement dynamic content based on user behavior and characteristics.
Optimize for SEO
  • Research and use relevant keywords in content creation.
  • Optimize content for search engines to improve discoverability.
Utilize Data and Analytics
  • Monitor and analyze data on content performance.
  • Use analytics tools to refine the content strategy based on insights.
Engage with Your Audience
  • Encourage comments, shares, and discussions on content.
  • Respond promptly to comments and engage in conversations to build relationships.
Promote Across Multiple Channels
  • Distribute content across various channels (social media, email, webinars, publications).
  • Tailor distribution strategy based on audience preferences.
Measure and Iterate
  • Regularly analyze content marketing performance against goals.
  • Use insights to refine and improve the strategy over time.

Feel free to customize this template based on your specific business needs and industry. Regularly review and update the plan to stay aligned with changes in your target audience and industry trends.


The marriage of AI and personalisation is a match made in B2B marketing heaven. As someone who has witnessed the transformation firsthand, the impact of personalised, AI-driven marketing strategies is undeniable. As we navigate the future of marketing, embracing these AI-driven approaches will undoubtedly set B2B businesses apart in a competitive landscape, fostering deeper connections and driving measurable results.