Striking the Perfect Balance: Understanding Personalization Expectations in Today's B2B World

In an age dominated by technology and data, personalization (or personalisation) has become an integral part of our daily lives. From tailored advertisements to curated content, we experience varying degrees of personalization in almost everything we do. As individuals, we each have our unique preferences and expectations when it comes to personalization. So, here’s the big question: "What level of personalization do people expect, crave, or are simply okay with, and which of those levels can generative AI help with?"

Personalization lies on a spectrum and it's essential for businesses and content creators to find the right balance to cater to their audience effectively. The personalization people desire can vary greatly depending on context and individual preferences; likewise, generative AI’s ability to deliver those experiences will differ.

Minimal Personalization: Convenience Matters

In many instances we as consumers require minimal personalization, valuing convenience above all else. We’re content with receiving general recommendations and non-specific content, but it needs to be where we want, when we want and how we want. In this situation generative AI can help us with a lot of heavy lifting, as the levels of granularity required are low.

Moderate Personalization: A Personal Touch

Most people crave a moderate level of personalization. They appreciate suggestions and content that align with their interests, preferences, and past behaviours. For B2B marketers, we can use tools such as intent and installed-base data, as well as channel insights, to inform this content. When (and only when!) AI is armed with the right insights can we leverage it to scale these recommendations which resonate with our customers, and provide a sense of connection and relevance, making users feel seen and understood.

Extensive Personalization: Tailored to Perfection

Some individuals expect a high degree of personalization, seeking content and experiences meticulously tailored to their unique tastes or needs. These users desire hyper-relevant recommendations and customized experiences that anticipate their needs and preferences in real-time. In the B2B space we call this ‘buyer enablement’. They may expect hyper-personalized content, learning paths, and highly targeted advertising campaigns. While this level of personalization can be impressive, it’s also extremely resource-heavy and it’s unlikely AI will be able to achieve the nuances necessary for this level of personalization without human intervention.

Striking the perfect balance in personalization requires understanding your audience, respecting their privacy, and providing valuable experiences.

Here are some considerations:

Transparency and Consent: Clearly communicate your data usage policies and obtain explicit consent for personalization. Be transparent about how user data is collected, stored, and utilized, assuring users that their privacy is a top priority.

Preference Options: Offer users the ability to control their personalization settings. Allow them to adjust the level of personalization they receive or opt-out entirely if they prefer a more generic experience.

Segmentation and Targeting: Use segmentation to group users with similar preferences and behaviours. This allows you to provide more relevant content without overly relying on invasive personal information.

Surprise and Delight: Occasionally introduce users to new and unexpected content outside their usual preferences. Serendipitous discoveries can create memorable experiences and broaden their interests.

Constant Iteration: Personalization is not static; it requires continuous improvement. Analyse user feedback, monitor trends, and adapt your personalization strategy to evolving user expectations.

In conclusion, people's expectations, cravings, and comfort levels regarding personalization span a wide spectrum. While in certain circumstances we prefer convenience (and anonymity) over hyper-relevant experiences, other times we seek the utmost personalization possible. Finding the right balance is an ongoing process for marketers that involves respecting privacy, providing transparency, and adapting to ever-changing user preferences.

As content creators and businesses, it is our responsibility to listen to our audience, understand their desires, and deliver personalized experiences that enhance their lives without compromising their trust. By achieving this harmony, we can build strong, lasting relationships with our customers and foster a sense of loyalty and satisfaction that sets us apart in today's data-driven world.