Make your content relevant to the prospect's funnel stage.
Because B2B sales can take a long time; the sales cycle can last several months, each step of the funnel is critical and requires special attention. Buyers want to understand what you do during the awareness stage and should have a "hook" to want to engage in a conversation. A clear value proposition and relevant social proof can frequently do the trick.
Because visitors in the awareness stage are at the top of the funnel, it is safe to assume that all first-time visitors will fall into this category. You could add additional conditions based on what makes sense for your business, but targeting all new visitors should be a safe bet to start.
Personalizing the website by bottom of the funnel stage increases engagement and brand awareness.