{"id":67563,"date":"2025-07-17T08:58:54","date_gmt":"2025-07-17T15:58:54","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=67563"},"modified":"2025-07-21T15:01:10","modified_gmt":"2025-07-21T05:01:10","slug":"b2b-personalization","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/au\/blog\/b2b-personalization\/","title":{"rendered":"B2B Personalisation Is Broken \u2013 Here\u2019s How to Fix It"},"content":{"rendered":"\n<p>The B2B buying experience is no longer about email blasts, PDF pitch decks, and a one-size-fits-all follow-up from sales. Buyers are <em>smarter<\/em>, journeys are <em>messier<\/em>, and expectations are <em>higher<\/em> \u2014 shaped by intuitive B2C touchpoints like Amazon and Netflix.<\/p>\n\n\n\n<p>But here\u2019s the hard truth: most B2B companies are still personalising like it\u2019s 2012.<\/p>\n\n\n\n<p>To win today, personalisation needs to go way beyond \u201cDear {{FirstName}}.\u201d It must account for buying groups, cross-functional decisions, longer sales cycles, and the rise of <a href=\"https:\/\/www.salesforce.com\/au\/blog\/meet-the-new-marketing-mvp-agentic-ai\/\">AI agents<\/a> brokering information on your buyer\u2019s behalf.<\/p>\n\n\n\n<p>Let\u2019s unpack the four real reasons B2B personalisation often fails \u2014 and how to avoid becoming another statistic.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-four-fixable-problems-with-b2b-personalisation\"><strong>The four (fixable) problems with B2B personalisation<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-1-you-re-selling-to-a-committee-not-a-contact\"><strong>1. You\u2019re selling to a committee, not a contact<\/strong><\/h3>\n\n\n\n<p><a href=\"https:\/\/www.salesforce.com\/au\/blog\/b2b-opportunity\/\">Most B2B deals involve 6\u201310 stakeholders<\/a>. A single sale might require buy-in from Procurement, Legal, Ops, Finance, and two Directors who each think they\u2019re the actual decision-maker.<\/p>\n\n\n\n<p><strong>What to do instead:<\/strong><\/p>\n\n\n\n<p>Build stakeholder personas, not individual customer profiles.<\/p>\n\n\n\n<p>If you\u2019re a manufacturing firm selling industrial packaging equipment, your sales motion isn\u2019t about winning over one buyer, but rather aligning across a multi-headed decision-making unit, where each has a different priority.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Procurement<\/strong> \u2192 unit price, contract terms, vendor reliability<br><\/li>\n\n\n\n<li><strong>Operations<\/strong> \u2192 machine uptime, throughput, ease of maintenance<br><\/li>\n\n\n\n<li><strong>Finance<\/strong> \u2192 cost savings, ROI,lease vs. buy options<br><\/li>\n\n\n\n<li><strong>Sustainability lead<\/strong> \u2192 recyclable materials, energy efficiency, emissions<br><\/li>\n\n\n\n<li><strong>Engineering<\/strong> \u2192 CAD specs, technical certifications, fit with existing line equipment<br><\/li>\n<\/ul>\n\n\n\n<p>Each of these stakeholders has different concerns, KPIs, and even language. Personalisation means showing the right value proposition to the right person, at the right time in the buying cycle.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"What Is Marketing Cloud? | Salesforce Explained\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/_9Z2cOMHNDw?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-your-data-lives-in-silos-and-dies-in-meetings\"><strong>2. Your data lives in silos and dies in meetings<\/strong><\/h3>\n\n\n\n<p>CRM data only shows part of the story. Marketing automation carries another, and sales, well, they have whatever\u2019s in someone\u2019s brain or Slack DMs. Good luck personalising anything.<\/p>\n\n\n\n<p><strong>What to do instead:<\/strong><\/p>\n\n\n\n<p>Start with unification, not AI.<\/p>\n\n\n\n<p>Integrate the systems that matter most: CRM, order history, engagement data, support tickets. Whether you\u2019re a SaaS company or selling forklifts, your personalisation strategy is only as strong as your ability to answer this question in real-time:<\/p>\n\n\n\n<p>\u201cWhat\u2019s this account trying to solve, and who\u2019s involved in solving it?\u201d<\/p>\n\n\n\n<p>Here\u2019s a simple gut-check: If this buyer walked into your hypothetical storefront, could you answer these three questions without blinking?<\/p>\n\n\n\n<p>1. Who are they?<\/p>\n\n\n\n<p>2. Why are they here?<\/p>\n\n\n\n<p>3. What have we already discussed?<\/p>\n\n\n\n<p>If you can\u2019t answer those, you\u2019re not personalising \u2014 you\u2019re guessing or generalising.<\/p>\n\n\n\n<p>You don\u2019t need every datapoint, just the specifics in the same place, stitched together in a way that tells a story.<\/p>\n\n\n\n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">The Ninth Edition State of Marketing Report<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Discover the trends on AI, data, and personalisation with insights from nearly 5,000 marketers worldwide in the Ninth Edition State of Marketing Report<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_self\" href=\"https:\/\/www.salesforce.com\/au\/resources\/research-reports\/state-of-marketing\/\">Download now<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-your-teams-are-misaligned-and-operating-in-silos\"><strong>3. Your teams are misaligned and operating in silos<\/strong><\/h3>\n\n\n\n<p>Marketing pushes MQLs, sales filters through them, and customer success waits in the wings until the deal is closed; there\u2019s no shared direction.<\/p>\n\n\n\n<p><strong>What to do instead:<\/strong><\/p>\n\n\n\n<p>Blow up your funnel model and align teams around account progression, not handoffs.<\/p>\n\n\n\n<p>Create shared KPIs across marketing, sales, and CS \u2014 things like:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Time-to-decision<br><\/li>\n\n\n\n<li>Percentage of stakeholders engaged<br><\/li>\n\n\n\n<li>Expansion readiness<br><\/li>\n\n\n\n<li>Product adoption milestones<br><\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Agentic Marketing: Campaign Creation\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/g97jZvJtX_8?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>For example, if you\u2019re selling industrial manufacturing equipment, marketing may run targeted campaigns to operations and procurement leaders in specific verticals, while sales picks up the account with personalised outreach based on plant size and production type.<br><br>Concurrently, customer success will begin preparing the post-sales deployment plan tailored to the customer\u2019s factory floor layout and maintenance schedule \u2014 before the ink is dry.<\/p>\n\n\n\n<p>When everyone is aligned around to move the account forward \u2014 not protecting their turf \u2014 personalisation becomes a team sport.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-4-you-re-too-slow-for-how-fast-the-tech-and-your-buyers-are-moving\"><strong>4. You\u2019re too slow for how fast the tech (and your buyers) are moving<\/strong><\/h3>\n\n\n\n<p>Your buyer just read three competitor case studies, asked ChatGPT for a pricing comparison, and watched your product demo \u2014 all before your SDR even picked up the phone.<\/p>\n\n\n\n<p><strong>What to do instead:<\/strong><\/p>\n\n\n\n<p>Use tech to accelerate, not just automate<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Feed real-time intent signals to sellers<br><\/li>\n\n\n\n<li>Build dynamic nurture tracks based on buying stage and role<br><\/li>\n\n\n\n<li>Use predictive lead scoring per buying group, not per contact<br><\/li>\n<\/ul>\n\n\n\n<p>Selling physical goods? Have your site adapt dynamically based on whether the visitor is from IT, logistics, or procurement \u2014 surfacing the content that answers their questions before they ever fill out a form.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-a-modern-framework-listen-decide-activate-analyse\"><strong>A modern framework: Listen. Decide. Activate. Analyse.<\/strong><\/h2>\n\n\n\n<p>Let\u2019s make this real. Here\u2019s how a mid-sized industrial equipment manufacturer used personalisation to land and expand a high-value customer, faster than ever before.\u00a0<\/p>\n\n\n\n<p>Here\u2019s what that looked like in the real world.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-listen-map-the-buyerverse\"><strong>Listen \u2014 map the buyerverse<\/strong><\/h3>\n\n\n\n<p>A prospect from a national food packaging company visited the website and browsed several product pages, including energy-efficient case erectors and modular conveyor systems.<\/p>\n\n\n\n<p>Instead of treating them like a generic lead, the firm captured and analysed key signals:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The visitor came from a known ABM target account.<br><\/li>\n\n\n\n<li>Engagement was spread across three roles: operations, procurement, and sustainability.<br><\/li>\n\n\n\n<li>One viewer spent five minutes on a page featuring carbon emissions savings.<\/li>\n<\/ul>\n\n\n\n<p>They didn\u2019t just capture a form fill. They captured <strong>intent<\/strong> and <strong>stakeholder context.<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-decide-make-it-personal-and-predictive\"><strong>Decide \u2014 make it personal and predictive<\/strong><\/h3>\n\n\n\n<p>With multiple roles engaged, the sales team prioritised the account for high-touch outreach, but instead of sending a generic follow-up, they tailored the motion:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Procurement received a breakdown of pricing tiers and ROI comparisons.<br><\/li>\n\n\n\n<li>Operations received a video demo focused on uptime and ease of maintenance.<br><\/li>\n\n\n\n<li>The sustainability lead was sent a white paper on how the same systems reduced emissions by 30% in a similar facility.<br><\/li>\n<\/ul>\n\n\n\n<p>The customer didn\u2019t have to guess who would be the best company &#8211; they <em>decided<\/em> based on <strong>data from real interactions<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-activate-deliver-content-that-closes\"><strong>Activate \u2014 deliver content that closes<\/strong><\/h3>\n\n\n\n<p>Over the next two weeks, marketing and sales coordinated personalised outreach:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Dynamic content on the website changed based on returning visitor profiles.<br><\/li>\n\n\n\n<li>Sales reps used pre-filled call scripts and talking points tailored to each role.<br><\/li>\n\n\n\n<li>A webinar invite was sent to only sustainability leads across similar accounts, using insights from this deal as the hook.<br><\/li>\n<\/ul>\n\n\n\n<p>Each touchpoint is <strong>relevant, timely, and role-specific <\/strong>keeping the<strong> <\/strong>buying team engaged, allowing no one to fall through the cracks.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-analyse-prove-what-moved-the-needle\"><strong>Analyse \u2014 prove what moved the needle<\/strong><\/h3>\n\n\n\n<p>Post-sale, the team didn\u2019t simply move on, they analysed what worked:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The sustainability-focused white paper had the highest engagement.<br><\/li>\n\n\n\n<li>Email open rates spiked when subject lines mentioned energy savings.<br><\/li>\n\n\n\n<li>Time-to-decision was cut by 40% compared to similar accounts.<br><\/li>\n<\/ul>\n\n\n\n<p>Those insights shaped future outreach \u2014 refining nurture flows, personalising at scale, and closing the next deal <em>even faster<\/em>.<br><\/p>\n\n\n\n<p>This is how B2B personalisation actually works. It\u2019s not just technology &#8211;\u00a0 it\u2019s a system that listens, adapts, and wins.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-tools-exist-the-future-is-coming-and-the-winners-are-already-moving\"><strong>The tools exist, the future is coming, and the winners are already moving<\/strong><\/h2>\n\n\n\n<p>What you just read isn\u2019t a theory \u2013 it\u2019s what happens when a company gets serious about personalisation and has the right infrastructure to support it. For many B2B teams, that backbone is Salesforce<strong>.<\/strong><\/p>\n\n\n\n<p>It\u2019s what powers:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Dynamic content that adapts to the buyer\u2019s role, intent, and behavior<br><\/li>\n\n\n\n<li>Real-time decisioning to serve the next-best experience at scale<br><\/li>\n\n\n\n<li>A connected view of every account, stakeholder, and signal \u2014 across sales, service, and marketing<br><\/li>\n<\/ul>\n\n\n\n<p>In short, it\u2019s the system that makes this kind of orchestration <em>possible<\/em>. You can\u2019t do this with static email journeys and a CRM full of half-filled fields; you need personalisation that listens and responds like a smart human would \u2014 only faster.<\/p>\n\n\n\n<p>But here\u2019s the real plot twist: even this is <em>just<\/em> the beginning.<\/p>\n\n\n\n<p>We\u2019re entering the agentic era \u2014 where AI agents are not just helping marketers and sellers, they\u2019re acting as proxies for your buyers.<\/p>\n\n\n\n<p>That means:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Your buyer\u2019s agent will summarise your website, compare you to competitors, and negotiate on their behalf.<br><\/li>\n\n\n\n<li>Your own sales agent may be the one engaging first \u2014 answering questions, collecting information, qualifying leads.<br><\/li>\n\n\n\n<li>Product discovery, research, and shortlisting will increasingly happen <em>agent-to-agent<\/em>, without a human ever being looped in.<br><\/li>\n<\/ul>\n\n\n\n<p>If today\u2019s personalisation challenge is about speed, relevance, and coordination, tomorrow\u2019s challenge is about <strong>trust, transparency, and delegation.<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-so-how-do-you-prepare\"><strong>So how do you prepare?<\/strong><\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Build structured, machine-readable content<\/strong><strong><br><\/strong><strong><br><\/strong>Ensure your product benefits, differentiators, and proof points can be consumed by both humans and agents.<br><\/li>\n\n\n\n<li><strong>Invest in real-time personalisation infrastructure<br><br><\/strong>Buyers (and their agents) won\u2019t wait. Adapting instantly based on behavior is no longer a nice-to-havel \u2013 it\u2019s a must.<br><\/li>\n\n\n\n<li><strong>Create clean, role-aware data models<br><br><\/strong>Personalisation in the agentic world requires knowing who the buyer is, what they care about, and what context they\u2019re operating in \u2014 at machine speed.<br><\/li>\n\n\n\n<li><strong>Rethink your KPIs<\/strong><strong><br><\/strong><strong><br><\/strong>Move beyond form fills and MQLs. Track engagement by stakeholder, account progression, and speed to resolution. And yes \u2014 even track which interactions are handled by agents.<br><\/li>\n<\/ol>\n\n\n\n<p>B2B personalisation isn\u2019t broken because the tech doesn\u2019t exist. It\u2019s broken because we haven\u2019t reorganised around the way decisions are <em>actually<\/em> made.<\/p>\n\n\n\n<p>Salesforce and the emerging agentic ecosystem aren\u2019t just patching over that gap, they\u2019re giving you the chance to skip over it entirely.<\/p>\n\n\n\n<p>The companies that win in this next wave, won\u2019t just personalise <em>better<\/em>, they\u2019ll personalise <em>first<\/em><strong>.<\/strong><\/p>\n\n\n\n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Turbocharge your B2B personalisation<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Salesforce Personalisation can help you create more meaningful relationships, boost productivity, and increase revenue with always-on experiences across every channel.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_self\" href=\"https:\/\/www.salesforce.com\/au\/marketing\/personalization\/\">Learn more<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Solving these four problems will help you cut through the noise with a strategy that listens, adapts, and sells faster<\/p>\n","protected":false},"author":492,"featured_media":67562,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"68791d9460e9baa877ca13a4AU","post_meta_title":"","ai_synopsis":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[2499,2455,2523,2507],"sf_content_type":[],"coauthors":[3323],"class_list":["post-67563","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-b2b-marketing","sf_topic-marketing","sf_topic-marketing-personalization","sf_topic-personalization"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>B2B Personalisation Is Broken \u2013 Here\u2019s How to Fix It | Salesforce<\/title>\n<meta name=\"description\" content=\"Discover effective B2B personalization strategies that move beyond simple tactics, meeting the needs of today&#039;s informed buyers.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.salesforce.com\/au\/blog\/b2b-personalization\/\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"B2B Personalisation Is Broken \u2013 Here\u2019s How to Fix It\" \/>\n<meta property=\"og:description\" content=\"Solving these four problems will help you cut through the noise with a strategy that listens, adapts, and sells faster\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.salesforce.com\/au\/blog\/b2b-personalization\/\" \/>\n<meta property=\"og:site_name\" content=\"Salesforce\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/salesforce\" \/>\n<meta property=\"article:published_time\" content=\"2025-07-17T15:58:54+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-07-21T05:01:10+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2024\/07\/GettyImages-1304921215.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1400\" \/>\n\t<meta property=\"og:image:height\" content=\"844\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Pratik Desai\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@salesforce\" \/>\n<meta name=\"twitter:site\" content=\"@salesforce\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Pratik Desai\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/b2b-personalization\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/b2b-personalization\/\"},\"author\":[{\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/#\/schema\/person\/image\/9e6402c578892a1261c6815612821046\"}],\"headline\":\"B2B Personalisation Is Broken \u2013 Here\u2019s How to Fix It\",\"datePublished\":\"2025-07-17T15:58:54+00:00\",\"dateModified\":\"2025-07-21T05:01:10+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/b2b-personalization\/\"},\"wordCount\":1538,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/b2b-personalization\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2024\/07\/GettyImages-1304921215.jpg\",\"inLanguage\":\"en-AU\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.salesforce.com\/au\/blog\/b2b-personalization\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/b2b-personalization\/\",\"url\":\"https:\/\/www.salesforce.com\/au\/blog\/b2b-personalization\/\",\"name\":\"B2B Personalisation Is Broken \u2013 Here\u2019s How to Fix It | Salesforce\",\"isPartOf\":{\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/b2b-personalization\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/b2b-personalization\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2024\/07\/GettyImages-1304921215.jpg\",\"datePublished\":\"2025-07-17T15:58:54+00:00\",\"dateModified\":\"2025-07-21T05:01:10+00:00\",\"description\":\"Discover effective B2B personalization strategies that move beyond simple tactics, meeting the needs of today's informed buyers.\",\"inLanguage\":\"en-AU\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.salesforce.com\/au\/blog\/b2b-personalization\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-AU\",\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/b2b-personalization\/#primaryimage\",\"url\":\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2024\/07\/GettyImages-1304921215.jpg\",\"contentUrl\":\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2024\/07\/GettyImages-1304921215.jpg\",\"width\":1400,\"height\":844,\"caption\":\"B2B personalisation needs to account for buying groups, cross-functional decisions, longer sales cycles, and the rise of AI agents [MoMo Productions \/ Getty Images]\"},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/#website\",\"url\":\"https:\/\/www.salesforce.com\/au\/blog\/\",\"name\":\"Salesforce\",\"description\":\"Learn how to get ahead of trends and supercharge professional relationships\",\"publisher\":{\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.salesforce.com\/au\/blog\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-AU\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/#organization\",\"name\":\"Salesforce\",\"url\":\"https:\/\/www.salesforce.com\/au\/blog\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-AU\",\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/#\/schema\/logo\/image\/\",\"url\":\"\",\"contentUrl\":\"\",\"caption\":\"Salesforce\"},\"image\":{\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/salesforce\",\"https:\/\/x.com\/salesforce\",\"https:\/\/instagram.com\/salesforce\",\"http:\/\/www.linkedin.com\/company\/salesforce\",\"http:\/\/www.youtube.com\/Salesforce\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/#\/schema\/person\/image\/9e6402c578892a1261c6815612821046\",\"name\":\"Pratik Desai\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-AU\",\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/#\/schema\/person\/image\/b7f1361d65cdc1ffab796da5c584ef51\",\"url\":\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2025\/07\/Pratik_Desai.jpeg?w=128&h=96&crop=1\",\"contentUrl\":\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2025\/07\/Pratik_Desai.jpeg?w=128&h=96&crop=1\",\"width\":128,\"height\":96,\"caption\":\"Pratik Desai\"},\"description\":\"I am the Head of Applied AI at ListEngage, where I help organisations unlock the power of Salesforce and AI to deliver more personalised, intelligent customer experiences at scale.\",\"url\":\"https:\/\/www.salesforce.com\/au\/blog\/author\/pratik-desai\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"B2B Personalisation Is Broken \u2013 Here\u2019s How to Fix It | Salesforce","description":"Discover effective B2B personalization strategies that move beyond simple tactics, meeting the needs of today's informed buyers.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.salesforce.com\/au\/blog\/b2b-personalization\/","og_type":"article","og_title":"B2B Personalisation Is Broken \u2013 Here\u2019s How to Fix It","og_description":"Solving these four problems will help you cut through the noise with a strategy that listens, adapts, and sells faster","og_url":"https:\/\/www.salesforce.com\/au\/blog\/b2b-personalization\/","og_site_name":"Salesforce","article_publisher":"https:\/\/www.facebook.com\/salesforce","article_published_time":"2025-07-17T15:58:54+00:00","article_modified_time":"2025-07-21T05:01:10+00:00","og_image":[{"width":1400,"height":844,"url":"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2024\/07\/GettyImages-1304921215.jpg","type":"image\/jpeg"}],"author":"Pratik Desai","twitter_card":"summary_large_image","twitter_creator":"@salesforce","twitter_site":"@salesforce","twitter_misc":{"Written by":"Pratik Desai","Est. reading time":"7 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.salesforce.com\/au\/blog\/b2b-personalization\/#article","isPartOf":{"@id":"https:\/\/www.salesforce.com\/au\/blog\/b2b-personalization\/"},"author":[{"@id":"https:\/\/www.salesforce.com\/au\/blog\/#\/schema\/person\/image\/9e6402c578892a1261c6815612821046"}],"headline":"B2B Personalisation Is Broken \u2013 Here\u2019s How to Fix It","datePublished":"2025-07-17T15:58:54+00:00","dateModified":"2025-07-21T05:01:10+00:00","mainEntityOfPage":{"@id":"https:\/\/www.salesforce.com\/au\/blog\/b2b-personalization\/"},"wordCount":1538,"commentCount":0,"publisher":{"@id":"https:\/\/www.salesforce.com\/au\/blog\/#organization"},"image":{"@id":"https:\/\/www.salesforce.com\/au\/blog\/b2b-personalization\/#primaryimage"},"thumbnailUrl":"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2024\/07\/GettyImages-1304921215.jpg","inLanguage":"en-AU","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.salesforce.com\/au\/blog\/b2b-personalization\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.salesforce.com\/au\/blog\/b2b-personalization\/","url":"https:\/\/www.salesforce.com\/au\/blog\/b2b-personalization\/","name":"B2B Personalisation Is Broken \u2013 Here\u2019s How to Fix It | Salesforce","isPartOf":{"@id":"https:\/\/www.salesforce.com\/au\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.salesforce.com\/au\/blog\/b2b-personalization\/#primaryimage"},"image":{"@id":"https:\/\/www.salesforce.com\/au\/blog\/b2b-personalization\/#primaryimage"},"thumbnailUrl":"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2024\/07\/GettyImages-1304921215.jpg","datePublished":"2025-07-17T15:58:54+00:00","dateModified":"2025-07-21T05:01:10+00:00","description":"Discover effective B2B personalization strategies that move beyond simple tactics, meeting the needs of today's informed buyers.","inLanguage":"en-AU","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.salesforce.com\/au\/blog\/b2b-personalization\/"]}]},{"@type":"ImageObject","inLanguage":"en-AU","@id":"https:\/\/www.salesforce.com\/au\/blog\/b2b-personalization\/#primaryimage","url":"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2024\/07\/GettyImages-1304921215.jpg","contentUrl":"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2024\/07\/GettyImages-1304921215.jpg","width":1400,"height":844,"caption":"B2B personalisation needs to account for buying groups, cross-functional decisions, longer sales cycles, and the rise of AI agents [MoMo Productions \/ Getty Images]"},{"@type":"WebSite","@id":"https:\/\/www.salesforce.com\/au\/blog\/#website","url":"https:\/\/www.salesforce.com\/au\/blog\/","name":"Salesforce","description":"Learn how to get ahead of trends and supercharge professional relationships","publisher":{"@id":"https:\/\/www.salesforce.com\/au\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.salesforce.com\/au\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-AU"},{"@type":"Organization","@id":"https:\/\/www.salesforce.com\/au\/blog\/#organization","name":"Salesforce","url":"https:\/\/www.salesforce.com\/au\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en-AU","@id":"https:\/\/www.salesforce.com\/au\/blog\/#\/schema\/logo\/image\/","url":"","contentUrl":"","caption":"Salesforce"},"image":{"@id":"https:\/\/www.salesforce.com\/au\/blog\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/salesforce","https:\/\/x.com\/salesforce","https:\/\/instagram.com\/salesforce","http:\/\/www.linkedin.com\/company\/salesforce","http:\/\/www.youtube.com\/Salesforce"]},{"@type":"Person","@id":"https:\/\/www.salesforce.com\/au\/blog\/#\/schema\/person\/image\/9e6402c578892a1261c6815612821046","name":"Pratik Desai","image":{"@type":"ImageObject","inLanguage":"en-AU","@id":"https:\/\/www.salesforce.com\/au\/blog\/#\/schema\/person\/image\/b7f1361d65cdc1ffab796da5c584ef51","url":"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2025\/07\/Pratik_Desai.jpeg?w=128&h=96&crop=1","contentUrl":"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2025\/07\/Pratik_Desai.jpeg?w=128&h=96&crop=1","width":128,"height":96,"caption":"Pratik Desai"},"description":"I am the Head of Applied AI at ListEngage, where I help organisations unlock the power of Salesforce and AI to deliver more personalised, intelligent customer experiences at scale.","url":"https:\/\/www.salesforce.com\/au\/blog\/author\/pratik-desai\/"}]}},"jetpack_featured_media_url":"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2024\/07\/GettyImages-1304921215.jpg","jetpack_sharing_enabled":true,"distributor_meta":false,"distributor_terms":false,"distributor_media":false,"distributor_original_site_name":"Salesforce","distributor_original_site_url":"https:\/\/www.salesforce.com\/au\/blog","push-errors":false,"primary_topic":{"term_id":2455,"name":"Marketing","slug":"marketing","term_group":0,"term_taxonomy_id":2455,"taxonomy":"sf_topic","description":"","parent":0,"count":185,"filter":"raw"},"featured_image_url":"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2024\/07\/GettyImages-1304921215.jpg?w=1400","_links":{"self":[{"href":"https:\/\/www.salesforce.com\/au\/blog\/wp-json\/wp\/v2\/posts\/67563","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.salesforce.com\/au\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.salesforce.com\/au\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.salesforce.com\/au\/blog\/wp-json\/wp\/v2\/users\/492"}],"replies":[{"embeddable":true,"href":"https:\/\/www.salesforce.com\/au\/blog\/wp-json\/wp\/v2\/comments?post=67563"}],"version-history":[{"count":2,"href":"https:\/\/www.salesforce.com\/au\/blog\/wp-json\/wp\/v2\/posts\/67563\/revisions"}],"predecessor-version":[{"id":67566,"href":"https:\/\/www.salesforce.com\/au\/blog\/wp-json\/wp\/v2\/posts\/67563\/revisions\/67566"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.salesforce.com\/au\/blog\/wp-json\/wp\/v2\/media\/67562"}],"wp:attachment":[{"href":"https:\/\/www.salesforce.com\/au\/blog\/wp-json\/wp\/v2\/media?parent=67563"}],"wp:term":[{"taxonomy":"sf_topic","embeddable":true,"href":"https:\/\/www.salesforce.com\/au\/blog\/wp-json\/wp\/v2\/sf_topic?post=67563"},{"taxonomy":"sf_content_type","embeddable":true,"href":"https:\/\/www.salesforce.com\/au\/blog\/wp-json\/wp\/v2\/sf_content_type?post=67563"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.salesforce.com\/au\/blog\/wp-json\/wp\/v2\/coauthors?post=67563"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}