From conversations with hundreds of B2B marketers, one thing is clear: hyper-personalised micro-content is the focus for 2025. This goes beyond simply addressing someone by name in an email—it’s about creating timely, relevant messages that speak directly to an individual’s needs at any given point in time, delivered in micro format so its easily digestible.

At Honch, we provide real-time data on buying signals across thousands of companies. This allows marketers to hyper-personalise campaigns at scale, targeting groups of buyers with similar challenges. By doing this, you can deliver highly relevant content, ensuring you’re reaching the right prospects when they’re most likely to engage.

Here are the key signals that help B2B marketers target groups of prospects facing similar challenges:

People Signals: Catch them when reviewing

When someone starts a new role or moves to a new company, they often reassess existing suppliers and strategies. This is a key moment for marketers, as these buyers share similar challenges: adjusting to new roles, evaluating suppliers, and setting new priorities. It’s when they are most open to exploring new solutions.

Thousands of new buyers enter this phase every month. Personalisation like “congratulations on your new role” can work, but we can do so much more. Here are a few key data points that take personalisation to the next level:

• Previous Company: “Hi <first name>, I saw that you recently left <previous company> to start a new role at <company name> leading the <function> team.”
• Sector: Serve targeted content based on their new sector—“Download our 2025 white paper on HR trends in the UK manufacturing sector.”
• Social Data: Combine social listening for extra personalisation—“I follow your business closely and know that you regularly talk about CSR initiatives.”
• Promotion Dates: Recognise milestones—“Congratulations on your promotion last month! I’d love to invite you to a webinar next week for Marketing Directors in your sector.”

As Forbes (2024) states, “Brands that can understand a prospect’s environment and respond with personalised, timely messaging will win the attention of increasingly distracted consumers.”

Company Signals: Targeting buyers with similar business characteristics

Tracking company signals opens up new opportunities for hyper-personalisation. Buyers within companies going through similar changes—such as funding, leadership changes, or international growth—face similar internal challenges. Tapping into these signals unveils a new set of prospects to target.

Key company signals tracked at Honch that create new prospect groups every month:

• Funded Companies: Target content that acknowledges their growth challenges and the ROI expectations from investors.
• Headcount Growth: Focus content on the challenges and opportunities of scaling a team.
• New CEOs: Speak directly to HR, Marketing, and Finance buyers about navigating leadership changes and strategic shifts.
• International Growth: Craft messaging around the unique challenges of managing new employees or expanding into new markets.

As MarketingWeek explains, “Personalisation isn’t just about using a person’s name—it’s about aligning your message with their business trajectory.”

Social Signals: Align with what your audience cares about

Social tracking gives you valuable insight into what’s on your audience’s mind right now. Whether it’s sustainability, diversity, or product launches, aligning your messaging with these trending topics makes it more relevant and engaging.

At Honch, we track key topics that companies are discussing online, allowing you to target buyers with personalised content that truly resonates. Here's just a few of the topics we track:

• Sustainability
• Diversity and Inclusion
• Product Launches
• Sponsorship
• Learning and Development
• Employee Mental Health
• International Growth
• Employee Surveys

You can leverage social signals: “I’ve been following your business closely, and I know how much you care about<topic>. I wanted to share how we help companies just like yours tackle these exact challenges.”

As Hootsuite puts it, “Understanding what your target audience cares about in real-time allows you to jump on trends as they emerge.”

Scaling Hyper-Personalised Content

Hyper-personalised micro-content is set to define marketing in 2025. The challenge is scaling personalisation without losing relevance. By leveraging people, company, and social signals, you can create relevant touchpoints that stand out. At Honch, we help you track these signals and convert them into meaningful outreach that connects with the right prospects at the right time.