Published: 28 March 2022
B2B buyers are becoming more open to, and expect, brands to tailor their messaging and experiences to them. However, the risks of overpersonalizing are significant. CMOs need to be careful and craft messaging strategies tailored for B2B buyers’ generational and sector preferences.
B2B buyer receptivity to personalized communication from brands varies across business sectors, such as manufacturing, retail and healthcare.
Gen Z and millennial B2B buyers are relatively more open to personalized communication from all brands compared to Gen X and Boomers. These older generations prioritize data privacy and consent over personalization.
The majority of B2B buyers demand a consistent multichannel and multidevice personalization experience after providing personal data.
B2B buyers will block brands when they perceive communications to be over-personalized.
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