Personalization in B2B sales: relevance needs a system

Personalization in sales is not a "nice-to-have", but a must.

In a world where customers are flooded with standardized mass messages every day, companies need to stand out. And in a relevant way.

• According to a McKinsey study from 2024, 71% of B2B customers expect personalized interactions.
• At the same time, data from Campaign Monitor shows that personalized emails achieve 6 times higher transaction rates than non-personalized emails.

However, personalization does not mean that every seller lives their own creative world. It's not about gut feeling or improvisation, but about targeted, data-based relevance. And that only works systematically.

How personalization really works in sales

Good personalization doesn't start with the text, but with the system behind it. Here are some examples of how companies approach this in a structured way:

• Segmentation & Buyer Insights: Who is the customer? Which problems, which industry, which language?
• Standardized personalization modules: e.g. industry-specific entry points, modular argumentation logic or role-based use cases.
• CRM & outreach integrations: Personalization data is automatically integrated into messaging.

A system is needed for such personalization, because if personalization is not done systematically, it leads to excessive demands. Sales teams lose time when creating personalization. Or they avoid personalization altogether because it is too time-consuming.

Enable systematic & efficient personalization with digital sales guidelines

So how can we ensure that personalization becomes a routine - and not a burden?

Linkando Playbooks make exactly that possible:

• As digital sales guides, they are integrated directly into the sellers' working environment - e.g. in video calls, CRM systems or social selling tools.
• During a conversation or when creating outreach emails or social media messages, the playbook automatically suggests relevant text modules and customized conversation starters.
• In the video call, for example, it shows the salesperson personalized references or suitable success stories for the person they are talking to.

The advantage:

• Relevance remains intact
• Creative pressure decreases
• Time-to-message is significantly reduced