B2B buyers expect hyperpersonalization, and personalization needs to start on your website. 

Most B2B companies do not have the right level of personalization, and it is costing them.

In 2025, B2B businesses paid more for online customers to get worse results:

• Brands spent 13.2% more on digital ad spend
• The cost of an online visit surged 9%
• And conversion rates dropped 6.1% year over year. 

The culprit is a perfect storm of declining organic traffic, increased dependence on paid channels, especially paid social, and the challenge of meeting growing demands for flawless personalized interaction. 

Our research on the digital footprint of 100 companies suggests that many B2B websites are still falling short on personalization.

1️⃣ Persona Pages for Each Member of Your Buying Committee
Gartner tells us the average B2B purchase involves 6 to 10 buyers in a purchasing committee, but you would not know it from the typical B2B website. In our research on the digital footprint of 100 companies, many still do not have persona pages at all.

This is a widespread issue. Many companies either have no persona pages or only a limited number of pages, leaving key stakeholders in the buying committee without content tailored to their needs.

2️⃣ Role Aligned Content and Stories
Persona pages are not enough if they are text-heavy and do not grab or engage. The buyer journey is now 70 to 80% digital and content-driven, and a typical buyer will consume 8 to 12 assets. You need meaningful assets on that buyer page, especially the first three or four, to earn engagement.

But most companies are failing this test. In our research, about 60% of companies do not have content on their persona pages specific to the role, no peer stories, no targeted blogs, or a checklist. Even when persona pages exist, they often lack the stories, proof points, and content that help buyers see themselves and their priorities reflected.

3️⃣ Resource Sections Sortable by Role or Use Case
If you go to the typical company resource section, it is a long list of content assets organized by date. There is no ability to sort by persona or use case. Most buyers scan the first page, do not see anything relevant, and they go away.

And this is common. In our study, about 60% of companies also have resource sections that do not allow sorting by role, use case, or topic. Too often, resource centers are organized for the company rather than for the buyer. If buyers cannot find what matters to them in seconds, they bounce.

If you want better website conversion, stop treating your website like a brochure. Start with one role, build a page around that buyer’s goals, and create a content stream that helps them take the next step.