The B2B Sales-Marketing Quick Action Playbook…
Chapter 4.
Personalisation at Scale: What Sales Really Needs
The ability to deliver personalised communications at scale has become a critical requirement for B2B sales success. With expanded buying groups and compressed engagement windows, sales teams need marketing to provide both the insights and content that enable relevant, timely interactions.
James Mensforth from Aircall articulates this need precisely: "Rather than using outdated sequences, sales teams need access to the latest case studies and messaging that resonates with specific roles—whether that's sales, customer success, support, or operations. It's about empowering sales teams with data and insights that make their limited prospecting time more productive."
Eero Juvonen from Oneflow emphasises the importance of precision: "The key is recognising that our approach needs to be tailored significantly depending on who we're addressing. For instance, the narrative we present to a CFO will differ from what we'd share with a CIO or CRO. It's not just about the buyer persona, though—the industry context is equally crucial."
Minco de Boer provides a crucial caveat about automation: "It is crucial that the team really thinks through the array of personas and use cases and makes very careful and deliberate decisions as to which combination of personas and uses cases to pursue at scale: you don't want to 'out automate' the capacity of the team that is ultimately tasked with engaging with the leads on a personal basis."
Jason Yule from WTax addresses the resource challenge: "The more individualised we make our messaging, the more costly it becomes, both in terms of resources and supporting tools. Finding the sweet spot requires close coordination between sales, marketing, and our revenue operations team. We rely on RevOps for deep market understanding, sales for feedback on opportunities, and marketing to tailor their approach based on this information."
Arjun Mahajan from AND Digital shares their comprehensive approach: "Whether we are engaging with leaders in technology, data, procurement, or finance, their needs and intentions vary significantly, even though they are all working toward a common goal. We focus on tailoring our communication style and value propositions to address the specific concerns of each persona."
Richard Francis from Foleon illustrates the impact of digital personalisation: "By delivering our content as HTML5 digital microsites, we gain detailed engagement insights, track sharing and consumption patterns, and feed rich behavioural signals to our CRM. This enables sales to prioritise their follow-up based on actual engagement rather than just download statistics."
Our survey reveals that real-time content engagement data ranks as the most valuable account-specific insight for personalisation, with 46% of sales leaders selecting this as their top choice. This preference indicates a clear need for timely, behavioural insights that can inform outreach strategies.
The key to success lies in marketing's ability to provide:
- Contextual insights about account behaviour
- Tailored content for different personas
- Real-time engagement data
- Industry and role-specific messaging
- Scalable personalisation tools
Key Insights Recap
With multiple channels and compressed engagement windows, personalisation must go beyond surface-level customisation. Sales teams need marketing materials and messaging driven by real-time engagement data, tailored to specific roles, industries, and use cases.
Quick Action Guide
About 6sense
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