How 1to1 Content Microgroups Drove 2x Engagement Across 20 Buyer Roles

After deploying 1to1 Content Microgroups across a 20-role buying group, a benefits administration and HR technology company saw a significant follow-up engagement increase, nearly double the results seen with regular outreach.

Built on 1to1 Content, the personalisation engine from the exclusive INFUSE & INKHUB partnership, Microgroups (one-to-few) tailors one core asset to the shared priorities, personas, and needs of every role in a large, multi-role buying group, from managers to the C-suite, without the effort of crafting individually customised content.

Key results:

• +15% peak engagement uplift, the strongest result of the quarter, achieved through microgroup personalisation to 20 role-based segments
• 15% to 18% engagement per touch in downstream nurture for microgroup-sourced audiences, against 8% to 9% for an audience not split into microgroups
• 57% to 86% of buying-group members went on to engage with more content downstream, a lift that held from managers to the C-suite

Results reflect program-wide performance across 1to1 Microgroups campaigns, anchored by the featured campaign detailed below.

Explore the full case study for the proven impact of adding personalisation to your content strategy.

1to1 Microgroups is a feature of 1to1 Content, the personalised content engine offered by INFUSE and INKHUB.

It is a one-to-few approach to personalisation that adapts a single piece of content to multiple different job roles at once, without the need to write a new version for each member of the buying group.

1to1 Microgroups leverages buyer persona information, company details, and job role data to personalise key elements of one core asset for each audience segment.

Each 1to1 Content mode is configured to the target audience size and amount of variation the campaign needs.

Microgroups (one-to-few) are best suited to scalable demand programs engaging large, multi-role buying groups. Content is tailored to shared priorities, personas, or needs, delivering greater relevance without the effort of crafting individually customised content. These pieces can be pre-approved before campaign launch.

Real-Time Personalisation (one-to-one) is best suited to high-value accounts and fast-moving or competitive opportunities. INKHUB 1to1 uses buyer, account, and engagement signals to dynamically tailor content in real time for each recipient, delivering individualised relevance when it matters most.

Talk to a demand expert about the right approach for your buying group

The featured client is a benefits administration and HR technology company. Given the nature of its offering, its target accounts typically comprise a full buying group, spanning C-suite roles to managers. Each member has a different stake in the purchase process, as well as requirements that need to be met.

To address these needs, the company developed its core message around the common issue of HR teams leaving value on the table due to the rising complexity of benefits administration.

While this message resonates across the buying group, it needed to be tailored to each buying group role and their needs in order to encourage account progression.

The client’s team prepared one core asset. The INFUSE team then utilised 1to1 Microgroups to expand it into 20 role-based versions to support the goals of the demand program.

This personalisation was rooted in buyer persona information, company and segment details, and job-level and job-function data to build the right groupings and automatically reframe the asset for each group, matching the language and priorities of every role in the buying group.

The segmentation was mapped to the dynamics of the target buying group:

• Top executives, such as the CHRO and CFO, were handled individually
• VPs and directors were grouped by department
• Managers and below were grouped by department

To isolate the effect of microgroup personalisation, the client ran two parallel campaigns. One audience was split into the 20 microgroups and received the reframed asset. The other was not split and received the campaign without microgroup personalisation.

Both audiences then entered the same nurture stream.

The gap held even after personalisation stopped. Both groups received identical nurture, and the only variable was whether the audience had been reached through microgroups at the start.

Victoria Albert

CMO, INFUSE

When content speaks to each buyer’s priorities, engagement rises, with consistent uplift across all levels of the buying group. 1to1 Content represents a strong option for demand leaders looking to personalise at scale without multiplying the burden of content creation.

The results were not confined to one role or one moment.

The campaign’s 15% peak engagement uplift did not stop with the first email. Buyers at every level of the buying group went on to consume more content:

Engagement did not climb with seniority. Directors and VPs of Rewards (86%) and VPs of Finance and Operations (70%) both outperformed CFOs (59%). What separated the groups was how closely the content matched their function, making functional alignment a stronger driver of sustained engagement than seniority alone.

From January through April, ahead of the 1to1 Content Microgroups campaign launched in Q2, INFUSE demand experts worked with the client on establishing relevance through localisation to meet their goals.

Rather than running one generic asset across every market, campaigns were built around region- and market-specific versions, aligned to where the audience was based and the market conditions they were operating in.

Localised targeting achieved a significant uplift in conversions and engagement:

Testing localisation proved the value of personalisation at the market level, serving as the basis for expanding the campaign to 1to1 content. INFUSE continues to work with the client to identify critical optimisations and maximise the impact of their demand programs.

Personalise your next campaign with 1to1 Content

1to1 Content by INFUSE and INKHUB is built to optimise content into critical information and targeted messaging designed to enable buying groups at target accounts to advocate for your solution. The INFUSE team works with you to craft the 1to1 Content strategy best suited to achieving the goals of your demand generation program.

Talk to a demand expert about 1to1 Content