Personalised content marketing tactics that actually convert
Today’s buyers don’t want more content—they want content that speaks to them.
Personalised content marketing is what turns browsers into buyers and buyers into loyal fans. But there’s a difference between superficial “Hi [First Name]” personalisation… and strategy that actually converts.
So which tactics drive real results?
1. Behavioural segmentation for email campaigns
Forget static lists. Instead, segment based on what your audience actually does.
Examples:
Visits to specific service pages
Webinar sign-ups
Repeated email opens or clicks
Why it works: Behavioural segmentation means you're responding to intent in real time—not just guessing based on job title or industry.
Pro tip: Use CRM tags to trigger workflows that align content to recent user actions.
2. CRM-driven content by funnel stage
One-size-fits-all content kills conversions.
Top marketers use CRM data to map content to:
Awareness: educational blogs and videos
Consideration: whitepapers, webinars, comparisons
Decision: case studies, ROI calculators, testimonials
Your CRM tells you where someone is—your content meets them there.
3. Personalised web content based on CRM data
Yes, your website can be smart.
By integrating your CRM with your CMS, you can show:
Custom banners for returning visitors
CTA changes based on industry
Dynamic case study blocks based on known personas
It’s the difference between “Here’s what we do” and “Here’s what we do for you.”
4. Relevant product or service recommendations
Netflix and Amazon nailed it. B2B brands can too.
Use CRM data to recommend:
Relevant services based on industry
Packages based on company size
Follow-up content based on past downloads
This builds trust and speeds up the buying journey.
5. Don’t just personalise—make it meaningful
Personalisation only works if it matters. “Hi [First Name]” is not enough.
What to avoid:
Using the same message for every segment
Forcing personalisation without relevance
Ignoring consent and GDPR when using behavioural data
True personalisation respects the buyer’s journey and enhances their experience.
6. Smart tech stack, smarter strategy
To do this well, you need a connected ecosystem:
CRM (HubSpot, Salesforce, ActiveCampaign)
Email tool (Klaviyo, ConvertKit)
CMS with dynamic content capabilities
Customer journey mapping platform
I can help you stitch it all together and avoid feeling overwhelmed by all the tech.
Ready to make personalisation work?
Let’s build content that meets your audience where they are and moves them forward.
Book your content strategy audit and get tactical next steps for real conversions.