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AI-Driven B2B Personalization: Tailoring Marketing Messages at Scale

by Paul Slack
  |  December 1, 2023  |  
December 1, 2023

As a B2B marketer, you face the challenge of cutting through the noise to captivate your target audience. Embracing AI-driven B2B Personalization is no longer a luxury—it’s a necessity. This blog post delves into how AI enables you to reach your audience with content that speaks directly to their needs.

What is the goal of B2B content marketing?

The ultimate goal of B2B content marketing is to become the go-to resource for your target audience for the solutions your company provides. You become the go-to resource for your audience when you can create the right content in the right format on the right channel for the right audience. Here’s where personalization becomes vital. You want your readers to believe that your content is exactly what they need and written just for them. 

The Power of AI-Driven B2B Personalization

Personalization is key to both the substance and style of your content. This means crafting engaging infographics for visual learners, creating compelling videos for those who prefer to watch, and writing detailed articles for readers seeking in-depth insights. This tailored approach to content is at the core of Account-Based Marketing (ABM) and demand-generation strategies. It’s not just about what you say but how you say it to each unique audience.

When personalization is done right, it’s like a one-on-one conversation with each audience member. They show up, and you’re there, ready to deliver valuable insights when and how they need it. This individualized approach, powered by AI-driven B2B personalization, elevates your content and solidifies your position as the go-to resource in your field.

Here’s our 4-step process to produce personalized content at scale with the help of AI tools, techniques, and templates. Remember, AI alone cannot drive marketing success. Unlocking AI’s full potential requires deliberately implementing the optimal tools, nurturing the right talent to utilize those tools actively, and establishing governance frameworks – the essential pillars to harness AI across marketing strategies with both immediacy and sustainability.

Step 1: Use AI to Generate Data-Driven Personas

Harnessing the power of data and AI can unlock valuable insights about your target personas, informing the creation of highly relevant content. Start by gathering and uploading data that reflects the voice of your customer. Examples include product reviews, customer interviews, call transcripts, social media comments, and any other feedback your customers have provided. This data is critical as it allows for direct insights into your customers’ thoughts, feelings, and attitudes toward their challenges and your solutions.

AI can sift through massive amounts of data, identifying patterns, sentiments, and trends that might be too subtle or complex for manual analysis. This process gives you a comprehensive understanding of your customers and helps segment them into different personas.

Here’s an example prompt from our AI Marketing Toolkit to begin to glean customer insights from your data.

 

Use the Right Prompt to Generate a Persona

Using the insights obtained, you can now generate data-driven personas. These personas should accurately reflect customer segments’ characteristics, needs, and behaviors. Each persona should be unique and should represent a specific segment of your customer base. You can use this prompt from our AI Marketing Toolkit to produce a comprehensive persona.

Depending on the information you provide the AI, you’ll be amazed at the output you receive back. Be sure to save this persona data so you can refer to it later. Here is an AI Seasoning Template you can use.

Step 2: Use AI to Ideate Topics With Your New Persona

With your newly generated persona, you can now use AI-driven personalization to ideate topics that resonate with them. These tools can analyze the data from your customer feedback and social media comments to identify trending topics, frequently mentioned pain points, and common questions or concerns. This information can help guide creating content that aligns with your personas’ interests and needs.

Start by Connecting Persona Challenges with a Content Pillar 

As part of our content marketing process, we recommend you identify 3-5 content pillars that answer the question, ‘What do you want to be known for?’ Here is an example prompt for extracting topic ideas utilizing your persona’s challenges around one of your pillars. In this example, we “seasoned” the generative AI, Claude, with our Persona Document and asked it for output around one of our content pillars, ‘AI Enablement.’ 

Convert Challenges Into Persona-Centric Topics

Now, you have a list of highly relevant challenges to your audience. You can easily convert these challenges into topics that resonate with your audience. Here is an example prompt. 

Convert Topics Into Blog Outlines

By now, the AI is very trained on your persona, so don’t stop at ideating topics. Most generative AI tools are excellent at helping you flush out outlines, featured snippets, and SEO titles and descriptions.  Check out our AI Marketing Toolkit for additional tips on converting these topics into a complete content strategy and blog outlines. 

Step 3: Update Old Content Using Your Persona

Don’t kill yourself by trying to build everything from scratch. In the realm of B2B content marketing, the key to success lies in leveraging what you already have and tailoring it to meet the specific needs of your audience. How do you achieve this? By repurposing existing high-performing content into persona-centric material with AI’s help.

Identify Top Content – Start by diving into your analytics. Tools like GA4 are perfect for identifying content already resonating with your audience and provide a solid foundation for repurposing. In the below example, we used GA4 to identify our top blog post for the period.

Infuse Persona Insights – Next, copy your selected blog content, season your AI of choice with your persona, and ask it to give you topic ideas from the blog content and interests of the persona. 

Below is a real-life example of the outputs we received using this process with one of our popular blogs on building a B2B social content strategy. Pretty impressive!

Craft the Content – Using AI, you can create a rough draft for your new, persona-centric article. Pick one of the topics you like and utilize the following prompt.  

Here’s an example of the output you can expect:

Using AI-driven personalization to repurpose these into hyper-personalized content can be a game-changer in your content strategy. This approach saves time and resources and ensures your content resonates deeply with your target audience, making your marketing efforts more effective and impactful.

Step 4: Building Persona Centric Campaigns Using Jasper

In the fast-paced world of B2B marketing, staying ahead means listening to your customers and actively integrating their insights into your campaigns. This is where the power of AI, particularly tools like Jasper, becomes indispensable. Here’s how Vende Digital leverages this technology to turn customer conversations into compelling marketing content.

Gathering Voice of the Customer Insights – Our journey began in Step 1 by developing insights and building personas by leveraging AI and input from customer reviews, interviews, or call transcripts. 

Transforming Insights into Actionable Briefs – Using an AI tool like Claude, we distill these conversations into key themes and insights – the ‘voice of the customer.’ This process highlights what our customers say and guides us in approaching them. The output from Claude then becomes a comprehensive brief.

Setting Up a Campaign in Jasper – Jasper is where the magic happens. Its ‘Campaign’ feature allows us to create multiple content assets simultaneously, driven by the brief we’ve prepared in the previous section. We input the Claude-generated brief into Jasper, making necessary tweaks to align with our brand voice and persona.

Personalizing with Seasoning Documents – One of Jasper’s unique capabilities is its ability to be ‘seasoned’ – it remembers and adapts to our company style, personas, and other crucial elements. By feeding it our seasoning documents, we ensure that Jasper’s content resonates with our brand voice and audience preferences.

Generating Diverse Content Assets – With everything set, we activate Jasper. In less than a minute, it churns out a first draft of various content types – blog ideas, emails, landing page copy, social content, and FAQs.  

Key Takeaways for AI-Driven Content Tailored from Customer Insights

By leveraging AI, you transform your understanding of your audience into actionable content strategies. This process ensures your marketing resonates with the needs and preferences of your audience, just like Samantha, making your efforts more impactful and efficient.

  • Personalization is Crucial: In the cluttered B2B marketing space, personalization is critical to capturing and retaining the attention of your target audience.
  • AI-Driven Persona Creation: Utilizing AI to analyze customer data helps create detailed, data-driven personas. These personas offer insights into different customer segments’ specific needs and preferences.
  • Content Tailored to Personas: Once you have these personas, AI can generate content topics that resonate with each segment. This ensures that your content feels relevant and engaging to each audience member.
  • Refreshing Existing Content: AI tools can help repurpose and update existing content to make it more relevant to current audience needs, as defined by your personas. This approach enhances the effectiveness of your content without the need to start from scratch.
  • Building Persona-Centric Campaigns: Leverage AI tools like Jasper to create marketing campaigns that align with your personas. This involves transforming insights about your audience into actionable and compelling content across various formats.
  • Efficiency and Impact: Using AI in content strategy saves time and resources and ensures that your marketing efforts deeply resonate with your target audience, making them more effective and impactful.
  • End Goal: The ultimate objective is to position your company as the go-to resource in your field by delivering highly personalized, relevant, and engaging content to your audience, much like addressing the specific needs of a persona like Samantha.

Ready to Elevate Your B2B Marketing Strategy with AI?

In the fast-paced world of digital marketing, staying ahead can feel like an uphill battle. But it doesn’t have to be. At Vende Digital, we understand the challenges B2B marketing teams face—limited time, resources, and the daunting task of navigating the ever-evolving AI technology landscape.

That’s where we step in. Let us help you put AI to work for your B2B marketing. Contact us to craft data-driven personas and scale personalized messaging. Discover how our framework and the latest AI can give your B2B marketing team an unparalleled advantage.

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