Effective B2B People Based Marketing Strategies | Binary Demand

A Successful B2B People-Based Marketing Strategy: Tips and Best Practices

By Binary Demand - Last Updated on April 3, 2023

Customization is vital for B2B marketers trying to promote engagement and sales. By tailoring marketing efforts to individual customers or groups of customers, B2B marketers can deliver more relevant and effective marketing messages.

By integrating a B2B account-based marketing strategy, one can shift from a solely account-centric approach to a more people-based approach, cultivating stronger relationships with pivotal individuals within the designated accounts and enhancing the efficacy of their marketing endeavors.

Businesses can develop more effective B2B marketing campaigns, foster greater customer loyalty, and ultimately boost revenue with the help of B2B people-based marketing campaigns.

In this article

What is People-Based Marketing?

People-based marketing employs a more customized marketing approach, enabling businesses to personalize messaging and the time of the release of campaigns.

In its simplest form, B2B people-based marketing involves the gathering of consumer data from various online and offline channels and utilizing this comprehensive profile to better identify and engage with consumers across all their devices.

It links businesses with actual consumers rather than audience or device categories. A successful people-based marketing strategy would regard each customer as having a different goal to segment customers into large audience groups.

We will now examine why people-based marketing, which takes a comprehensive perspective, is favorite among marketers.

Why Is PBM Important to Marketers?

B2B People-based marketing is a favorite to marketers because it allows them to target their audience with greater precision and relevance, resulting in more effective and efficient marketing campaigns. Here are some of the reasons why people-based marketing is so valuable:

  • Personalization: People-based marketing enables marketers to tailor their communication and content to particular individuals rather than focusing solely on a broad demographic. Customers’ experience as a result of this is more personalized and engaging, which can boost customer loyalty and increase conversion rates.
  • Data accuracy: As opposed to simply targeting a general demographic, people-based marketing enables marketers to target particular individuals based on their actual behaviors and actions. So, marketers can use more accurate data to guide their campaigns, resulting in better targeting and a higher return on investment. This is a result of an efficient B2B people-based marketing strategy.
  • Targeting across multiple channels: B2B people-based marketing empowers advertisers to target particular individuals across email, social media, and mobile devices, allowing them to connect with their intended audience no matter their location. This capability enhances the effectiveness of marketing campaigns, leading to better outcomes.
  • Improved customer satisfaction: A more seamless and personalized consumer experience can be created across all touchpoints, from the first inquiry to purchase and beyond. It is due to people-based marketing.

Also Read: Sales Enablement – Key to the Lock of Marketing

These are a few advantages that people-based marketing brings to marketers. Let’s look at some successful strategies that companies can use to achieve better outcomes.

Result-Oriented People-based Marketing Strategies for B2B

People-based marketing is a special tactic that has enormous benefits when done right. Check out the following tactics, which are beneficial in every aspect:

  1. Gather customer data: Gathering customer information, such as demographics, purchase history, and preferences, is the first step in people-based marketing. Surveys, social media monitoring, website analytics, and other techniques can all be used to gather this information.
  2. Evaluate the data: Once B2B data is acquired, it must be examined to uncover patterns and insights into customers’ activities and preferences. This analysis can help businesses create targeted marketing campaigns that resonate with customers.
  3. Customer journey mapping: Identifying every customer touchpoint allows you to target your marketing efforts at particular points in the customer journey.
  4. Customer segmentation: Categorizing customers according to common traits and actions, like previous purchases, website interactions, or demographic information, can be beneficial. B2B customer segmentation is a recognized strategy within PBM.
  5. Personalization: It is a chief element of B2B strategies for people-based marketing; utilizing the knowledge gained from data analysis, businesses can create personalized marketing messages that speak to each distinct customer.
  6. Personalize marketing messages: It is a well-known People-based marketing tactic that necessitates ongoing campaign optimization based on consumer feedback and performance information. Businesses can modify their strategies to reach better and engage their customers by evaluating the success of their campaigns.
  7. Campaign optimization: People-based marketing calls for ongoing campaign improvement based on user feedback and performance information. Businesses can improve their strategies to reach better and engage their customers by evaluating the success of their campaigns.
  8. Customer loyalty programs: Rewarding customers for their loyalty and incentivize them to make repeat purchases through personalized offers and experiences.
  9. Data automation: B2B businesses that automate client data can prosper with a robust people-based marketing approach. Businesses can fully comprehend consumer behavior by using automation to link customer data to a single source. This enables companies to develop a consistent marketing strategy and generate more and more leads with B2B People based marketing


The upcoming landscape of PBM is poised to be increasingly reliant on data and customization. B2B account-based marketing solutions offer top-tier strategies for personalized B2B people-based marketing.

Now, marketers will be able to understand their target audiences better and develop highly targeted and customized marketing campaigns as artificial intelligence and machine learning are used more and more.

In the broader perspective, the future of B2B marketing lies in harnessing data and technology to craft exceptionally relevant and individualized customer experiences. Achieving this while safeguarding privacy and fostering trust through effective people-based marketing strategies is the path forward.

Why are you holding out? Contact Binary Demand to develop effective people-based marketing strategies!