Digitalize Your Offer in a Time of Crisis: How to Engage and Personalise Your Audience

Did you know that 77% of B2B sales and marketing professionals believe personalisation builds better customer relationships?

Additionally, 55% said that personalisation can bring higher conversion rates and growth.

Personalisation and inbound marketing are some of the most discussed topics in the industry. Yet, companies still struggle to get this right. Personalisation is not just about addressing the person by their name when sending out a newsletter. It’s about fully understanding your customer, including their needs and interests. This way, your brand can make real connections with your customers and let their needs influence each marketing decision.

Kathryn Strachan, the Managing Director of Copy House, and John Hughes, the Business Development Manager UK at Plezi, delve deeper into this topic at the SEMrush webinar presented by Jason Barnard, the Brand SERP Guy at

Does B2B Marketing Share Similarities with B2C?

B2B marketing managers face various challenges when creating a personalised strategy for their clients. Unlike B2C customers, who are often impulsive since they don’t need to be tactical about their purchasing decisions, B2B clients need to justify their spending based on the level of expertise and efficiency the offered solution provides to their organisation. Therefore, each purchasing decision must be strategic and well thought out. Nevertheless, B2B and B2C customers share a key characteristic; they are both humans. 

Although B2B services sell to businesses, it’s humans who represent their organisation when identifying the necessary services and product solutions. So, how can personalisation support B2B human customers with their purchasing decisions? Simply, by marketing managers considering their customer’s pain points, what keeps them up at night, and their purchasing journey.

Creating Right Marketing Decisions using Customer Avatars

Each customer that visits your website is likely to search for a solution to the problem they are currently facing. Their web search will likely be “best content marketing agencies in the UK”, rather than finding you directly by your name. So, what do you need to know before you position yourself to your target audience?

  • Who are they?
  • Where are they?
  • How do they speak?
  • What are their interests?
  • What groups are they in, and what channels do they use?
  • What problems are they facing?
  • How are they finding you?
  • What solution are they looking for?

Once you start to analyse your customers’ common traits, you can begin to segment them successfully by highlighting their key characteristics and behaviours into a visual customer avatar. You can use these avatars to position yourself as the market leader of your niche by providing meaningful and personalised solutions to their problems. 

Better understanding each customer’s journey means you can segment  them into their preferred communications styles, allowing you to maximise brand awareness and conversion rates via personalised targeted campaigns that engage with your audience.

Make sure you use an up-to-date CRM system that is organised in a way that understands your customer’s current purchasing stage and interests.

How to Best Spend Your Marketing Budget?

Content marketing leaders experience 7.8 times more site traffic than non-leaders. Publishing meaningful content will not only create strong relationships for your business but will support your marketing strategy long-term, as it will continue to drive traffic to your website. 

Potential customers will continue finding your blog, article, how-to guides, case studies, webinars, or eBooks for years since they offer a timeless solution to their problem. Content marketing is also considered to be non-intrusive, meaning it won’t be blocked via ad blockers and is unlikely to damage your reputation. 

Although short-term marketing solutions like PPC advertising can drive easy wins for the business, it is a short-term survival strategy and shouldn’t be the main focus of your marketing plan. Content marketing and personalisation will continue to deliver returns on your investment long after the initial outlay, and at a lower cost. So to successfully produce a personalised brand, you should consider a mix of these strategies.

Personalisation is Key

Kathryn, John and Jason have insightfully showcased the importance of personalised marketing strategies for B2B services and products. The key to success is to drive each marketing decision and campaign based on your customer’s needs. So, that you can create meaningful and timeless content that will continue to drive traffic to your website long-term.

You can watch the webinar at any time here.


Are you ready to take the next step by creating personalised marketing solutions for your target audience? 

Book a 30-minute obligation-free consultation with Copy House today. Our team will review your marketing strategy and offer actionable advice to help you create meaningful content without losing your voice.