Audience & Segmentation-Based Personalization

This is the foundation of personalized marketing—understanding who your audience is and breaking them into meaningful segments. It’s not enough to know someone’s in B2B—you need to dig deeper. What size company do they work for? What industry? Where are they in the buying journey? The more specific you get, the more helpful and effective your messaging becomes.

1. Segment by industry, company size, or role

Start with the basics. This should be the foundation of any personalization strategy.

2. Target by buyer intent signals

Track what pages someone visits, how long they spend on a site, or if they’ve returned multiple times. Then follow up based on those behaviors.

3. Use firmographic data to tailor messaging

Demographics, but for companies. Know their size, revenue, and vertical, and speak directly to their needs.

4. Customize based on buyer stage

Awareness, consideration, and decision stages each need different messaging. Don’t treat a brand-new visitor the same as someone booking a demo.

5. Leverage account-based marketing for high-value targets

Personalization goes deep when you’re targeting a specific company or department. This works best for larger deals or enterprise sales.

Email & Messaging Personalization

Email is still one of the most powerful tools in your marketing toolkit—if you use it well. Personalization here means more than using someone’s first name. It’s about showing you understand who they are, what they need, and why your solution might matter to them. Good email personalization builds trust and gets results.

6. Use dynamic content blocks in emails

Personalize content based on CRM data—think job titles, company names, or interests. One email can speak to five different personas if set up right.

7. Personalize subject lines and sender info

Even small touches—like using the recipient’s name or company—can improve open rates. Avoid gimmicks like lowercase names or fake familiarity.

8. Include references to recent interactions or downloads

If someone downloaded your guide or watched a webinar, reference it in your next email. Show them you’re paying attention.

9. Send follow-ups triggered by specific actions

Clicked a product link? Schedule an automated follow-up with more info on that product. Behavior-based sequences drive higher engagement.

10. Create nurture journeys per persona or use case

Tailor email sequences based on the problem someone is trying to solve. It shows you understand their context and needs.

Website & Landing Page Personalization

Your website should feel relevant the moment someone lands on it. That doesn’t mean you need every pixel to change for every visitor—but small, strategic personalizations can make a big difference. From welcome-back CTAs to industry-specific landing pages, these tweaks help users feel like they’re in the right place.

11. Personalize by IP or reverse IP lookup

Using tools that detect company names or locations can help serve more relevant landing pages—but use sparingly.

12. Show content tailored to industry or role

Dynamic site content based on job title or industry helps the right person land on the right solution faster.

13. Use behavioral popups or on-site chat

Be cautious. Most popups interrupt more than they help. If you’re using chat, make sure it solves something real—don’t just check a box.

14. Offer personalized CTAs based on return visits

A returning visitor might be ready for a pricing page or demo CTA, while a first-time visitor needs a guide or blog post. Make the experience fit the visit.

15. Embed personalized video greetings or demos

Video that aligns with what someone’s viewing or searching for can add a human touch—especially if it’s helpful, not salesy.

Social & Content Personalization

Social media gives you a direct line to your audience—but only if you’re speaking their language. Personalization here is about relevance, timing, and engagement. It’s also about listening. Are you tagging people in the right context? Are your ads landing with the right audience? Are you creating content that reflects the needs of different roles?

16. Tag and mention individuals or companies in posts

This one’s easy—and it works. Use it when you’re referencing someone’s work or a shared experience.

17. Customize ads using LinkedIn Matched Audiences or Meta Custom Audiences

Ads that target past website visitors or email subscribers feel more relevant and drive better results.

18. Use retargeting based on site or ad engagement

If someone engaged with a video ad or visited a pricing page, send them something that builds on that moment.

19. Create role-specific or vertical-specific content series

Not everyone in a company has the same needs. Create content tailored to marketers, ops teams, execs—whatever makes sense for your buyers.

20. Invite individuals to participate in interviews or surveys

People like to be asked for their opinion. It creates connection and often leads to more meaningful follow-up conversations.

Video & Interactive Content Personalization

Video and interactive content offer some of the most powerful opportunities for personalization. Whether it’s a 1:1 message or an interactive quiz with tailored results, these formats allow you to meet your audience where they are—and deliver an experience that’s built for them.

21. Send 1:1 personalized video messages

A quick, custom video makes a lasting impression—especially early in a conversation or as a follow-up.

22. Use interactive quizzes or assessments with tailored outcomes

Make the experience useful and immediate. Don’t force people to give their email before seeing results—it kills the experience.

23. Send personalized webinar invites and content tracks

Not everyone should be on the same webinar track. Create sessions that speak to specific pain points or roles.

24. Customize product demos using past usage or company context

If you know how similar companies use your product, show it. Don’t guess—use real, relevant examples.

25. Follow up post-demo with personalized content

Recap what was discussed, include their name, and address the pain points they brought up. This feels far more thoughtful than a generic “Thanks for joining.”

AI & Tech-Driven Personalization

AI and automation tools can supercharge your personalization efforts—if you use them with care. The goal isn’t to make your marketing sound like a machine. It’s to use technology to scale relevance while keeping your messaging rooted in real human insight.

26. Use chatbots that personalize based on previous inputs

If someone already answered a question, don’t make them repeat it. Smart bots can adapt and speed up conversations.

27. AI-generated content summaries for specific roles or industries

Great for follow-ups, landing pages, or one-pagers. Just make sure it still sounds like your brand.

28. Use recommendation engines for content or products

Serve up what’s next based on what someone has read, watched, or purchased.

29. CRM-triggered personalization at scale

 Set up workflows that trigger emails or actions when a lead meets certain criteria. The key here: your CRM data has to be clean.

30. Smart email sequences that adjust based on replies or actions

If they opened but didn’t click—send one version. If they clicked, send another. Keep it simple at first, or it can spiral quickly.

Relationship-Driven Personalization

This is the part that can’t be faked. It’s about building real relationships and treating people like people—not leads or numbers. It takes more time, but it makes a difference. These tactics work because they create moments that stand out and feel genuine.

31. Reference mutual connections or shared history

Mentioning mutual connections can help—but it’s not a magic bullet. It’s more about relevance than name-dropping.

32. Mention recent company news, events, or funding

Don’t use it as a setup to pitch. Just be a human. Say congrats, and mean it.

33. Celebrate milestones like product launches or anniversaries

Nice gestures go a long way—as long as you’re not overdoing it or making it feel transactional.

34. Tailor invites to VIP events or closed beta programs

People like to feel chosen. Exclusive invites build trust and interest.

35. Personalize gifts based on preferences or social cues

The best gifts are thoughtful. If you’re going to send swag, make it something they’d actually wear or use. And if you’re trying to send a gift—just send it.