B2C marketers do some amazing work – particularly in efforts over the past decade to establish one-on-one connections with consumers by leveraging database technology in marketing campaigns.

Some of those ideas are appropriate for a B2B space. However, we need to remember that the “one-on-one” communications over on the B2C side are a simulation of close, personal interaction, not the real thing.

Often, B2B marketing involves communication to a much, much smaller, more targeted audience than consumer marketing. The term “smaller” can still include hundreds of thousands of prospects, so even on the B2B side its often not possible to have a genuine individual connection. Attempts to simulate that via B2C-style personalization techniques can fall flat in such an environment.

B2C tactics are about reaching large audiences efficiently. That’s the temptation when planning out a B2B marketing approach. Adopt some B2C personalization tactics and in no time you’ll be neck deep in happy new clients.

If your marketing plan calls for one of these, you're in trouble.

The kind of high volume marketing that works in the B2C world often only does because the intended customers are content with a simulation of one-on-one interaction. It’s nice if Coca-Cola sends an email with my first name in the greeting, but I don’t really care.

That’s not true when we’re talking about a service provider that offers to fill a critical function in my company. That person need to actually know and understand me and my business. That’s about much more than inserting my name at the top of an email blast.

I’ve seen this dilemma quite a bit when it comes to producing articles, newsletters and other content. People can tell when a newsletter is build from semi-personalized generic content. Such things are ignored.

Take the time to produce something original and unique for your audience.