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The decision on the table is what a B2B personalisation programme should do first, and how much build it justifies. B2B buying decisions are long and involve several people, so a personalised experience has to serve different roles at different moments. Without agreed use cases, the implementation team configures capabilities and waits for someone to find a purpose for them. That wait costs licence time and team attention.
Use cases come before configuration
Marketing Cloud Personalization (formerly Interaction Studio) adapts what a visitor sees on a website or in an app based on their behaviour, in real time. In B2B, that behaviour is spread across many visits by several people from one account. A procurement manager reads pricing pages. An engineer downloads technical documentation. Personalisation only helps when you know which of those moments you want to influence and what should change for each role.
A one-day sprint answers that question at low cost. It brings marketing, sales and product people into one room with someone who knows the platform, and it ends with use cases the implementation can be scoped against. The same thinking sits behind the wider move to journeys on one platform in what Marketing Cloud Next brings: capability is only useful once a team knows what to do with it.
The sprint starts with the audience
The first session of a sprint is about the target audience, and it is harder than it looks. Most teams can name their customers. Fewer can say what those businesses struggle with or which parts of the market they fail to reach. These are the questions we put on the table in the opening hour.
- Which businesses are we trying to engage, and who inside them takes part in the decision?
- What challenges do those businesses face that our offer addresses?
- Which parts of the target audience are we not reaching yet, and why?
The answers set the foundation for the rest of the day. Every idea that follows gets tested against them. A clear answer often shows that the website serves one role well and leaves the others to find their own way.
Existing content keeps the ideas grounded
The second session reviews the content assets the organisation already has: FAQ content, videos, social media channels and emails. That inventory keeps the ideas realistic. A use case that depends on content nobody has time to produce will stall after the sprint. How good it looked on the whiteboard makes no difference.
The inventory also shows where personalisation can start without new production. An existing FAQ can answer the questions a prospect is likely to have at a given stage. An existing video can greet a returning visitor from an industry the brand already serves.
