It is an indisputable fact that people love personalization. We like just about everything to be personalized: napkins, silverware, sweaters, bags, license plates. So, it’s no surprise that modern customers also expect personalization from the companies who sell to them.

In fact, 54% of B2B buyers say they want vendors to offer personalized recommendations across interfaces and with every interaction they have with us (source). 

In today’s information economy, a personalized marketing strategy is essential for your business. If you aren’t doing it, your competitors certainly are. Today’s blog post is all about some exceptional personalized marketing campaigns that you can use as inspiration. Let’s get into it!

What are the benefits of personalization for marketers?

Personalized marketing refers to the process of crafting marketing experiences that are tailored to individual customers and segments of your audience. By creating and distributing the right kind of content to the right person, you can drastically increase conversion rates. And what’s more, customers go crazy for it. Consider some of these statistics:

  • 91% of consumers are more likely to shop with brands who provide relevant offers and recommendations (source). 
  • 80% of customers are more likely to purchase a product or service from a brand who provides personalized experiences (source). 
  • 72% of consumers in 2019 only engage with marketing messages that are customized to their specific interests (source). 

Consumers know what they want, and they aren’t afraid to say no to a service/product that doesn’t meet their unique, personalized needs. 

In addition to creating a better user experience, personalized marketing provides a host of benefits to your overall company brand. Let’s take a look at some of the perks of personalization:

1. It humanizes your brand.

Personalized messages introduce a human element to your brand that consumers are more likely to respond to. Whether in an email or a pop-up message, every point of contact should be more or less tailored to that specific user. 

When every touchpoint with a customer is customized to a specific pain point they’re having, customers feel as though their needs are being directly catered to by a human being, rather than an automated machine. 

2. It boosts sales and conversions.

Personalization is a useful tool because you can steer customers in the direction they didn’t even know they needed to go in. When you learn about who your customers are, you can start to target their specific pain points and thus address them by offering solutions or product recommendations. 

When you speak to smaller, more target groups of people, the more relevant they will find your content. This translates into increased sales, improved customer satisfaction, and better online visibility. 

3. It improves customer experiences.

At the end of the day, personalization provides the customer with an overall positive and engaging user experience. When you address a customer by their name, you make them feel good, and thus more likely to buy your product/service. 

Think about it: have you ever gone to a company’s website, or called their customer service line with the hopes of speaking with a real person, yet were met with a host of automated messages? You end up frustrated and less likely to interact with the brand in the future. 

Marketing personalization can help you to avoid these problems all together 1) because users will inherently have better online experiences with your company and its services and 2) because they will automatically feel as though they are interacting with a person rather than an automated bot. 

By taking the time to understand exactly what your customers want and giving it to them, you are saving them time and saving yourself money. You make their overall experience with your brand more effective and more efficient—making it more likely that they will want to work with you again. 

4. It increases brand awareness.

When you give your company a brand that actually cares about its customers, you’re simultaneously improving your overall brand image, awareness, and memorability. Why? Because we are more likely to remember a message or an email that was addressed directly to us and our own problems, rather than something generic that was sent out to a long list of recipients. 

6 Marketing Campaigns that Won with Personalization

Below is a list of 6 marketing campaigns that succeeded by using personalization. Our list includes a mix of B2C and B2B products/services, but the methods each individual company employs can be applicable to a wide range of businesses. Read on for some marketing personalization inspiration!


You probably knew that Spotify was going to be on this list. At this point nearly everyone on your social media feed has probably shared photos of their “Top Songs of 2019.” Spotify used the data available to them, and users went wild. Though Spotify may seem quite far from the B2B world you may be situated in, there is certainly a thing or two that B2B marketers can learn from this example. 

Like most other companies, Spotify uses algorithms. Yet they consistently maintain a very humanized quality in their platform. While they rely on data, they use it to make human decisions that benefit their users. Spotify has struck the perfect balance between algorithmic and human intervention, and because of this has created an optimal user experience that listeners simply can’t get enough of. 

How do they do this? It’s really quite simple. Spotify first establishes a relationship with their users, and then uses this relationship to curate playlists specifically made for their preferences. For example, Spotify’s “Discover Weekly” playlists are two-hour-long compilations of songs specifically recommended for each individual user’s taste. 

The main takeaway? User data is necessary, but so is humanization. When people make things for other people, those things are typically more aligned with what people actually want. 

Computer Science Company (CSC)

The Computer Science Company, or CSC, has mastered the art of Account Based Marketing (ABM) in the B2B world. As an IT Service company, CSC realized that they needed to find a way to better engage named accounts. To do this, they created personalized content that was then distributed to targeted accounts across multiple platforms at very specific times. 

CSC was able to recognize that the right message at the right time could drastically influence a sale. But what’s more, they realized that personalized marketing targeted for existing customers resulted in far better retention rates. 


Netflix is highly data-driven—recommending shows and movies that you are most likely to watch based on viewing history, and even personalizing film covers to show the actors that you are most familiar with.n Netflix displays content tailored to your personal interests from the moment the platform loads.

In this sense, Netflix’s personalization really comes into play with user experience. That is, they want you, as the user, to quickly find a title that you will click on and enjoy watching. Recommendation systems are a major contributor to the sustained success of the streaming service because users leave consistently satisfied.

Again, what Netflix does may seem far from what a typical B2B company provides. Yet recommendation systems are something that any company, B2C or B2B, can adopt into their user interfaces. 


Brainshark, a B2B software provider that helps businesses create and share content for sales enablement, marketing, and training, wanted to use personalized marketing for their interface. They offered a wide range of free-trial packages for new customers, but they quickly started to notice that people who would sign up for the free trials wouldn’t end up using them. 

To remedy this, Brainshark decided to implement personalized CTAs on their website that would reach out directly to those who visited their page and that would address highly specific pain points. After doing this, they noticed an increase in both registrations and free trial product usage. 


If you want to learn how to better engage and interact with customers, take some notes from Nike. Nike uses aggregated customer data to create the ultimate personalized shopping experience, allowing customers to design their own shoes, earn rewards, and customize workouts. They’ve taken their brand from a product to a lifestyle through the use of personalized marketing campaigns. 

Recently, Nike has invested a lot of time and money into their mobile apps, recognizing that their target generations use mobile more than anything else. Using consumer data, Nike targets customers in different regions around the world and provides them with personalized content for them to access anywhere, anytime. 

The key takeaways? Making your mobile platforms as accessible as your website, if not more so, should be a top priority when thinking about marketing personalization. Part of what makes personalized marketing campaigns so successful is the level of convenience it offers customers. 

The Expert Institute

The Expert Institute is a legal service platform as well as a master of personalized email marketing. After seeing how successful one-to-one marketing could be, they decided to implement a personalized email marketing campaign. Their Vice President of Client Relations sent out personalized emails to customers providing answers to any questions and addressing any other pain points targeted customers may have had. 

Another really important thing that The Expert Institute does in order to optimize their B2B personalized marketing campaigns is data cleansing. They make sure that their databases are up to date and that everyone’s name is spelled correctly, ensuring that they make very few mistakes and aren’t reaching out to anyone who doesn’t use their platform anymore.  

Key Takeaways on Personalization

If there is anything we can learn from these brands, it’s this. Making your customers feel like people, rather than data points, is the crux of personalized marketing. Customers have seemingly infinite options when it comes to just about any item they can purchase. The need to stand out among competitors is only increasing, and the way to do that is through personalizing your marketing campaigns.

People want brands to make them feel special. They want to feel as though they are valued as a customer, rather than just a name on an email list. When we think of brands like Nike and Netflix, we think of hyper-personalization in a way where it feels like they know us better than we know ourselves. They work on solving problems before we even know we have them.

So, if you only remember one thing from this blog, it should be that people want to be catered to in every step of the buyer’s journey —take the time to get to know them.

Contact ZoomInfo today to learn more about improving your B2B marketing efforts. Our business database is the tool you need for more informed marketing decisions.

About the author

Reyna LaRiccia

Reyna LaRiccia is a Content Marketing Specialist at ZoomInfo, the leading B2B contact database and sales intelligence solution.

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