7 B2B eCommerce Personalization Tactics for Businesses

Uncover 7 effective B2B eCommerce personalization strategies that leverage AI and data-driven insights. From custom pricing to educational content, learn how to optimize sales, build stronger customer relationships, and enhance your eCommerce experience.

a woman with glasses sitting in front of a wall
By Arjel Vajvoda
a woman taking a selfie with her cell phone
Edited by Kim Weidemann
Oli Kashti - Writer and Fact-Checker for Fast Simon
Fact-check by Oli Kashti

Published December 4, 2024.

A B2B eCommerce merchant and a business owner in suits shaking hands in a warehouse

Personalization in B2B eCommerce is a game-changer. It’s not just about product recommendations but about creating meaningful, long-term partnerships. Unlike B2C personalization, which often emphasizes quick & transactional interactions, B2B eCommerce personalization focuses on understanding complex business needs and using data in a sophisticated way.

Here are 7 tactics that could transform your business.

» Enhance your B2B customer journey with AI-driven eCommerce site search that delivers the most relevant results every time

Meet the Expert

Arjel Vajvoda, Head of Product at Motomtech, draws on her deep background in customer support to develop user-centric SaaS products, incorporating innovative documentation solutions.

What Is Personalization in B2B eCommerce?

Personalization in B2B eCommerce refers to creating tailored experiences that address the unique needs of each client. It involves delivering customized content, product recommendations, pricing, and support that align with the specific challenges, goals, and purchasing behaviors of different businesses.

» Here are our top product recommendation strategies

Adora Beauty using personalization to recommend products for their customers
Adora Beauty's pages optimized for personalization


How Personalization in B2B Differs From B2C

  • Focus on relationship and long-term engagement: In B2B, the goal is to foster long-term partnerships through personalized interactions, such as tailored emails and customized meetings. Unlike B2C, where the focus is on broad, transactional engagement, B2B personalization is about building relationships.
  • Complex decision-making processes: B2B buyers often have multi-staged purchasing processes that involve multiple stakeholders. Personalization must cater to each role within a client organization, addressing unique needs and decision-making authority. This level of specificity is typically unnecessary in B2C.
  • Data usage and integration: B2B personalization uses structured data about a client’s industry, purchase history, and business challenges. This data is integrated into CRM systems to offer tailored experiences across all interactions. In contrast, B2C relies on demographic and behavioral data, emphasizing volume over depth.

» Learn more about niche differences in our merchandising for B2C vs. B2B guide



a circular diagram with the words b2b ecommerce and personalization techniques


1. Custom Pricing and Contracts

Custom pricing and contracts involve tailoring pricing models and agreements to meet the specific needs of each client, rather than using a one-size-fits-all approach.

This is best for businesses in industries like manufacturing, wholesale, and distribution, where order size and client needs are significantly variable.

» Discover the differences between dynamic and personalized pricing

Key Features for Custom Pricing and Contracts

  • How it works: Personalized pricing is created using data on purchase history, transaction frequency, and volume commitments. This personalized approach allows for optimized contracts that reflect the specific circumstances of each business relationship.
  • What makes it stand out: This strategy stands out because it shows that your company understands each client's unique requirements, enhancing satisfaction and loyalty.
  • Data used: Past purchase history, order volume, frequency of orders, and client-specific negotiations.

Challenge


  • Managing complex pricing structures as the business scales

Solution


  • Use robust enterprise resource planning (ERP) systems to automate and streamline pricing management

Amazon Business offers tiered and custom pricing options that allow businesses of all sizes to make use of, from small companies with limited products to enterprise companies with hundreds of users.

a screenshot of a website with a box on it


» Discover the impact of personalized recommendations on client engagement



2. Dynamic Content Displays

Dynamic content displays is a strategy that customizes website content in real-time, showing different information to different users based on their profiles and past behavior.

This is best for companies with diverse customer bases across different industries like technology and healthcare.

» Not sure about the tech? Here's our guide to personalization technology

Key Features for Dynamic Content Displays

  • What makes it stand out: It delivers highly relevant content to each visitor, improving user engagement and decision-making efficiency while complementing other eCommerce merchandising strategies.
  • How it works: Content dynamically adjusts based on factors like industry type, past interactions, and geographic location. A healthcare company might see content related to medical supplies, while a retailer sees solutions for inventory management.
  • Data used: Browsing history, location, industry type, and customer relationship management (CRM) data.

Challenges


  • Resource demands for keeping content fresh and relevant
  • Integrating real-time data from multiple sources

Solutions



LinkedIn shows personalized content for both employees and employers, aligning with various goals that it identifies through browsing behavior and industry.

» See these benefits of using AI in eCommerce personalization



3. Segment-Specific Marketing Campaigns

Segment-specific marketing campaigns are marketing efforts that are highly targeted to different customer segments, using customized messaging to address specific needs and challenges.

This is best for industries like technology and pharmaceuticals, where customer needs vary significantly based on factors like company size or technological requirements.

» Here's how to use AI in personalized email marketing

Key Features of Segment-Specific Marketing Campaigns

  • What makes it stand out: Campaigns increase marketing efficiency by delivering content that resonates deeply with each segment, rather than relying on a generic approach.
  • How it works: Data analysis helps create detailed customer profiles, which are used to craft marketing campaigns that speak directly to each segment.
  • Data used: Demographics, purchasing behavior, customer feedback, and industry trends.

Challenges


  • Analyzing large volumes of data for segmentation
  • Keeping up with evolving customer needs

Solutions


  • Use advanced analytics and CRM tools
  • Continuously refresh and refine marketing strategies

» Understand the power of audience segments in providing personalized experiences



4. Customized Dashboards

Customized dashboards are dashboards configured to display only the data relevant to each user’s role, making it easier for them to access key insights.

This is best for large audiences and enterprises that handle vast amounts of data across multiple departments.

Key Features of Customized Dashboards

  • What makes it stand out: Customized dashboards improve productivity by ensuring that every user sees the metrics they care about most, without being overwhelmed by irrelevant data.
  • How it works: Sales managers might see sales performance metrics, while operations teams view inventory levels. The dashboards are tailored to each department’s needs.
  • Data used: Sales performance, customer engagement data, operational KPIs, and user behavior patterns.

Challenges


  • Integrating data from diverse sources
  • Keeping dashboards aligned with evolving business goals

Solutions


  • Utilize middleware tools for seamless data integration
  • Regularly review dashboard configurations and update them as needed

Monday.com offers completely customizable and personalized dashboards that show users only the relevant data they request to see across an organization.

a computer screen with a bunch of data on it




5. Priority Customer Service

Priority customer service is a support model that ensures high-value clients receive faster, more personalized service, often through dedicated account managers.

This works best in sectors like finance, technology, and manufacturing, where timely support is critical for client success.

Key Features of Priority Customer Service

  • What makes it stand out: It strengthens client relationships by providing timely, efficient support, which is crucial in industries with complex products or services.
  • How it works: Clients are categorized based on their importance, and resources are allocated to ensure they receive priority service, reducing response times and enhancing the overall experience.
  • Data used: Client revenue size, order frequency, purchase history, and support ticket data.

Challenges


  • Balancing resources between high-priority and other clients.
  • Consistency in service quality across teams.

Solutions


  • Implement a tiered service model.
  • Standardize training and service protocols.

Klaviyo offers scalable pricing options with priority support for their highest-paying tiers through 24/7 email and 24/5 options.

the pricing page of a website



6. Tailored Educational Content

Tailored educational content is industry-specific content like guides, webinars, or whitepapers that address the unique challenges of your customers.

This is best for businesses in industries like technology and pharmaceuticals, where education is crucial for product adoption and compliance.

Key Features of Tailored Educational Content

  • What makes it stand out: Tailored educational content positions your company as an industry expert, helping clients make informed decisions and showcasing your knowledge.
  • How it works: Personalized web content is tailored to the audience’s roles and needs, such as how-to guides for IT teams or regulatory updates for healthcare professionals.
  • Data used: Industry type, job roles, content interaction metrics, and customer feedback.

Challenges


  • Keeping content up-to-date in fast-evolving industries
  • Measuring content’s impact on sales

Solutions


  • Use a content management system with regular review cycles
  • Implement advanced analytics to track engagement and conversions

HubSpot not only offers tailored CRM solutions for businesses but also has a wealth of niche, industry-specific educational content from blog posts and eBooks to courses with certifications and community events.

a screen shot of a web page with a number of items on it


» Discover the impact of reviews on personalized eCommerce strategies



7. Interactive Product Configurators

Interactive product configurators are tools that allow customers to customize and visualize products in real-time, reducing the risk of errors and ensuring satisfaction.

This is best for the manufacturing, automotive, and furniture sectors, where product specifications are critical.

Key Features of Interactive Product Configurators

  • What makes it stand out: They provide an interactive, engaging experience that allows clients to tailor products to their exact specifications, which is crucial for complex B2B purchases.
  • How it works: Customers adjust product features, such as size or color, and see the impact immediately, ensuring they get exactly what they need.
  • Data used: Product specifications, available customization options, and pricing information.

Challenges


  • Complex IT integration with existing systems
  • Keeping the configurator up-to-date with new features

Solutions


  • Use APIs and conduct regular system tests
  • Schedule regular updates and ensure scalability

» Learn more about eCommerce personalization strategies and platforms



Refine Your Personalization Efforts

To kick-start or refine your B2B eCommerce personalization, focus on leveraging customer data to create tailored experiences, enhancing search functionalities to offer personalized results, and implementing dynamic pricing strategies using AI and analytics​​. Investing in advanced data analytics and AI capabilities will enable precise personalization, enhancing customer satisfaction and loyalty. Upgrading your eCommerce platform may also be necessary to support these sophisticated personalization tactics effectively.

» Book a demo to fine-tune your personalization approach using these solutions