The Thermo Fisher Diagnostic: Why B2B Marketing Is About to Get Personal
B2B Personalization Strategy 2025: Micro-Targeting Techniques That Transform Generic B2B Marketing into Personal Experiences
The news that Thermo Fisher is looking to sell part of its diagnostics division might seem like inside baseball for the life sciences industry, but it reveals a crucial shift that all B2B marketers need to understand: the line between B2B and B2C marketing is disappearing.
Thermo Fisher's diagnostics business succeeds because it personalizes complex technical solutions for specific use cases. A cancer research lab needs different messaging than a food safety testing facility, even though they might use similar equipment. This hyper-personalization approach—once exclusive to consumer brands—is becoming the standard for B2B marketing.
The traditional B2B playbook of broad industry messaging and generic case studies is dying. In its place, successful B2B brands are building what I call "micro-personalization engines"—systems that deliver highly specific content based on precise buyer personas and use cases.
This shift is being driven by two factors: buyers expect consumer-grade experiences in B2B purchases, and AI tools now make micro-personalization scalable. You can create hundreds of versions of your messaging, each tailored to specific job roles, company sizes, and use cases.
For B2B marketers, this means rebuilding your content strategy around specificity rather than scale. Instead of one white paper about "improving efficiency," you need twelve white papers about improving efficiency for specific roles in specific industries with specific challenges.
The B2B brands that win in 2025 will be those that make every prospect feel like the solution was built specifically for them. Start by identifying your top 10 buyer personas, then create completely separate marketing experiences for each one. The era of one-size-fits-all B2B marketing is over.