Account-based marketing has transformed how B2B organisations approach growth. But as more brands adopt the ABM playbook, many are falling into the trap of surface-level personalisation. A company name on a banner ad or a lightly tailored email simply isn’t enough anymore.
If ABM campaigns are going to drive real revenue impact in 2025, marketers must go deeper.
That’s where micro-personalisation comes in. This strategy takes targeting beyond the company level and drills down into individual job titles, pain points, and business contexts. When executed well, it enables what many brands are still chasing: true relevance at scale.
What is micro-personalisation in ABM campaigns?
Micro-personalisation means crafting messages, offers, and content experiences tailored not just to accounts, but to specific personas within those accounts. It requires understanding what matters to a senior procurement officer versus a technical buyer versus an operations lead.
Rather than building broad campaigns for general roles like “finance leaders,” high-performing ABM teams are constructing modular strategies that reflect job-specific concerns. They’re producing content for the CFO at an enterprise software firm, distinct messaging for a mid-market VP of procurement, and custom landing pages that resonate with legal or compliance leads. It’s a shift from thinking about accounts as abstract units to viewing them as groups of individuals with unique decision-making power.
Why it matters in 2025
Buying groups in B2B have grown in size and complexity. Gartner data suggests buying committees now typically include six to ten stakeholders, each with different roles, priorities, and objections. Messaging that doesn’t account for this diversity risks being ignored.
Micro-personalisation accelerates trust by demonstrating genuine understanding, aligns messaging across departments within the same account, and builds influence by connecting directly with individuals who often feel invisible in broader campaigns. As consumer experiences raise expectations for relevance and personalisation, B2B buyers expect similarly tailored interactions.
Where most ABM campaigns fall short
Despite widespread adoption of ABM principles, many organisations remain stuck in surface-level execution. They rely on outdated personas that don’t reflect real-world roles, use token customisation like “Hi [Name], I saw you work at [Company],” and force every stakeholder through the same content journey.
This generic approach might still check boxes on engagement metrics, but it rarely drives the depth of interest or action required in complex sales cycles. Particularly in enterprise deals, where influence is widely distributed, failing to address individuals on their own terms leaves opportunities untapped.
What high-performing teams are doing differently
Instead of producing one-size-fits-all assets for each funnel stage, the best ABM campaigns are building modular content libraries designed to serve multiple personas. A single campaign may feature an industry-specific ebook with callouts for finance, IT, and procurement, supported by stakeholder comparison guides and nurture sequences tailored to each role.
These teams also take full advantage of job-title targeting through platforms like LinkedIn. Rather than running broad ads, they distribute function-specific guides, video content, and call-to-actions that resonate with a stakeholder’s exact business context. It’s targeted engagement, not just reach.
Web experiences are evolving too. Dynamic landing pages adapt based on job title or industry, using CRM integrations or reverse IP lookup to customise content delivery. A VP of sales might see ROI case studies, while an IT leader encounters security deep-dives or integration content.
Crucially, micro-personalisation extends to sales. SDRs and account executives are equipped with persona-specific talking points and insights, using behavioural and firmographic data to shape conversations. Sales no longer waits for marketing to deliver “qualified” leads—they co-own the process and adjust outreach in real time based on real-world engagement.
Getting started with micro-personalisation
Even without enterprise resources, marketers can apply these principles. Begin by auditing your personas to ensure they reflect real-world job titles and departmental challenges. Then create segmented messaging and develop content that can be easily tailored for multiple roles.
Align closely with your sales team. Share insights into persona needs and behaviours, and incorporate their feedback into messaging. This shared understanding becomes the foundation for better segmentation, better outreach, and ultimately, better results.
The ROI of going deeper
Micro-personalisation isn’t just about brand perception – it impacts the bottom line. Brands that implement job-level customisation see stronger email engagement, higher ad interaction, better meeting conversion rates, and shorter sales cycles. In one recent case, a B2B cybersecurity firm shifted from generic persona messaging to function-specific campaigns and saw a 37% lift in pipeline creation from CISOs, compliance officers, and procurement leads.
Looking ahead: AI as a personalisation accelerator
Artificial intelligence is enabling this level of targeting at scale. Tools like ChatGPT, Jasper, and Mutiny help teams generate messaging variants, rewrite headlines and calls-to-action dynamically, and deliver personalised web content in real time. AI bridges the gap between the need for precision and the demand for scale.
The future of ABM campaigns lies in this fusion of human insight and machine-driven execution. It’s not about replacing people – it’s about freeing them to focus on strategy while AI handles the heavy lifting of delivery.
Final thought
Micro-personalisation isn’t a luxury. In today’s environment, it’s the new standard for relevance. As inboxes fill and buyer scepticism grows, the brands that succeed will be those that demonstrate a nuanced, job-specific understanding of the people they’re targeting.
It’s no longer enough to say, “We understand your industry.” You have to prove you understand the individual.
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