B2B marketing trends 2025 – website personalisation and AI optimisation
Personalisation isn’t a new topic in digital marketing
But over the past year we’ve seen a surge in tools and capabilities that cater to customer demands and brand desires to connect with each other in more unique, tailored and impactful ways.
In fact, we’re now entering the era of ‘hyper-personalisation’ across many industries – from finance and e-commerce to education, healthcare and, of course, technology.
And the trend shows no sign of slowing – especially with the continued growth of artificial intelligence (AI) capabilities.
“An emerging trend in B2B marketing for 2025 will be the increased integration of artificial intelligence for hyper-personalisation and predictive analytics. AI will enable companies to analyse vast datasets in real time, tailoring content, recommendations and outreach strategies to individual clients with unprecedented accuracy.”
- Saakshar Duggal, Artificial Intelligence Law Hub
What is website personalisation?
Website personalisation simply means tailoring content to your unique user. This can be achieved by using customer data, such as cookies to generate custom product and content recommendations. Alternatively, you might use a customer data platform (CDP) which will create unified customer profiles by collating data from multiple different sources. But it can also mean tailoring the experience, messaging, content, and even design elements for every visitor – without them needing to log in. This could be based on their location (localisation), their journey to the landing page, or the device used.
As AI tools mature, these customisations are only likely to improve. This is, in part, due to the generative AI’s ability to interpret data and create custom content at lightning speed. But it’s also because AI-driven business intelligence tools are giving us more in-depth analytics and audience insights.
“In 2025, advancements in data analytics and machine learning will enable even more granular segmentation, allowing businesses to target niche audiences with pinpoint accuracy."
- Engage Martech – B2B Marketing Trends
Personalisation and the user experience
As digital marketing increasingly meets the customer where they are – on socials, during podcasts, audiobooks, streaming services and within the apps they use each day – user-centricity is everything. Customers expect brands to work much harder to become part of their lives and create seamless interactions. Personalisation is a great way to achieve this.
“Brands can bring value to individuals where they are and fit naturally in their daily lives if they maximise every micro-moment opportunity. To do so, brands must ensure their content and data is easily discoverable, use personalisation where possible, and be consistent in messaging over time and across environments.”
- Dentsu – The year of impact: 2025 Media Trends
In 2024, the New York Times updated its app to include a new ‘You’ tab, which adds an additional layer of customisation to the digital experience. They describe it as ‘a personalised, fully customisable space where readers can easily find their unique interests’ and ‘a consistent, reliable shortcut to each user’s interests– as well as suggestions based on reading habits.’
We know B2C and e-commerce consumers are the prime targets for more personalised messaging. A retailer already knows their buying habits and can easily use that data to make personalised recommendations. This is especially true of tech-literate Gen Z and Millennials, who are more willing to share their data in exchange for personalised experiences. But what about B2B markets?
Website personalisation in B2B markets
With varied customer profiles and engaged audiences, B2B website personalisation strategies can be very effective. Wherever the data expresses different challenges, drivers and intent per customer profile, we can create highly targeted messaging. And anywhere we’re lacking that data or relying on instinct particularly when it comes to the finer details such as design preferences, attention spans, and the way content is written or formatted, we can use martech to enable A/B testing capabilities. This unlocks a continuous improvement approach to website content and messaging.
We’re also seeing these tools become increasing popular with website developers, whether through integrations, plugins or optimisations available within the CMS itself.
Webflow recently updated its website personalisation capabilities – a move that is already helping us optimise client websites and landing pages based on audience insights.
“The objective is to personalise the experience of your visitors based on who they are or how they're engaging with your site. You create tailor-made variations that only specific audiences will see, thus enhancing their experience and potentially driving engagement.”
- Webflow Help Center – Create a personalisation optimisation
It also showcases the capabilities of AI personalisation tools to make website optimisation automatic for dynamic websites that adjust according to your audience’s needs and desires. We predict these functionalities will really start to take off in 2025 – especially in B2B markets where the buying journey can prove more complex.
How to implement a website personalisation strategy with Webflow
Tailoring content can be a bit of a minefield. You need a really good grasp of your audience and their preferences, a great copywriter who can adapt the tone of voice to suit each profile, and the market insights to highlight the relevant benefits. This can put marketing teams under pressure and prevent them from adopting the latest personalisation and A/B testing capabilities.
But what you might not know is that even the smallest, most simple optimisations can make a big difference. Applying the principles of A/B testing to your user experience can be as granular as changing the colour of CTA buttons or the icon in a benefits section. It could mean swapping out the keyword in a headline, or trying out a new banner design to highlight your latest report. These subtle changes can all have a big impact on your conversion rate. Webflow offers a couple of different ways to implement these optimisations.
Manual website personalisation vs. AI optimisations
Manual personalisation means setting the rules for your customised element in advance and creating an alternative version of content that’s targeted to different customers. Essentially, you’re creating multiple versions of a page or section that is visible to these different audiences. Setting up your parameters will go something like this:
- Define each audience you want to target.
- Create rules for which audience sees which variation.
- The rule stays in place, always showing the same variation to those set visitors, until you switch it off.
- You can add new rules or variations to target different audiences.
AI-optimised personalisation uses machine learning to determine which variations perform best for each audience to create ever-evolving, dynamic pages or components. Once it has determined an approach that works for each audience, it will automatically route the traffic to the most appropriate variation. The AI adapts based on visitor engagement, whether you add new variations or their behaviour changes. AI-optimised personalisation will:
- Automatically detect how visitors are different and bucket them into audiences.
- Automatically learn which variations resonate with each audience and show them the most engaging variation.
- Run optimisations indefinitely, dynamically adjusting to show the variation that yields the most conversions possible (even if visitor behaviour changes).
- Allow you to add new variations of copy or image content to the mix of possible options your eligible audiences will see.
“Because it learns from your visitors in realtime, AI Optimize will automatically and dynamically personalise the experience for each unique visitor that comes to your site to help maximise engagement, and ultimately conversions.”
- Webflow– AI and the future of the web
Get started with Webflow
As a Webflow Enterprise Partner, P+S has all the experience and technical know-how to make your website requirements come true – whether that means migrating from a different system, a design refresh, a conversion rate optimisation (CRO) project, or an entirely new site.
