What Sales Teams Get Wrong About Personalization at Scale

Most teams pursuing personalization at scale have just gotten good at mail-merging data points. This is a cheap trick, not personalization.

Personalization vs. Relevance

Personalization is about the individual; it's often creeps prospects out when automated poorly. Relevance is about their *problem*. It demonstrates understanding of their business context.

A prospect does not care that you know their name. They care that you understand their problem.

How to Scale Relevance

1. Hyper-Specific ICPs: Target small, homogenous market sub-segments.
2. Identify Trigger Events: hiring, funding, or tech shifts that signal timely pain.
3. Problem-Centric Campaigns: Build dedicated sequences focused entirely on that specific shared problem.

The Takeaway

Relevance is the new personalization. Use AI to find patterns of pain across groups, rather than superficial facts about individuals.