Personalization has become a must-have in B2B marketing, not just a nice-to-have. The ability to speak to prospects with the right message, at the right time, is what often makes the difference between a campaign that performs and one that gets ignored.
But here’s the challenge:
How can marketing teams scale personalization across dozens, hundreds, or even thousands of prospects without writing every message by hand?
This is where AI, and more specifically Generative AI, is starting to reshape how companies think about Account-Based Marketing, content creation, and lead engagement.
Why B2B Personalization Needs to Evolve
The traditional approach to personalization using first names or one or two custom lines is no longer effective. Buyers expect relevance. They expect messaging tailored to their role, industry, and current business priorities.
What used to be manageable manually for a few strategic accounts quickly becomes unmanageable when scaling across regions or product lines.
With the right data inputs and a clear strategy, AI can help identify intent signals, generate tailored messages, and even adapt tone and content to the specific function targeted, whether it’s marketing, operations, or supply chain.
What This Looks Like in Practice
At Like Reply, we recently worked on two very different yet complementary use cases:
Saverglass, a premium glass manufacturer for the wine and spirits industry, needed to scale its prospecting efforts across several countries.
Symrise, a global player in food and beverage ingredients, created campaigns tied to two major commercial moments: the Super Bowl and Valentine’s Day.
Both companies were able to:
Deliver messaging that reflected the prospect’s own story and values
Include tailored visuals such as product mockups or company-specific references
Drive strong engagement and real-world results
The Results
One campaign achieved a Click-to-Open Rate of 48 percent using GenAI-generated content. These emails outperformed all other types of content shared during the same period, including blog posts and gated resources.
In another case, the conversion rate jumped from 0.6 percent to 9 percent thanks to highly personalized outreach that felt authentic, even though the messages were generated automatically.
Want to Learn More?
We’ve detailed both case studies in a concise, actionable white paper. It includes:
A breakdown of each campaign
Performance metrics
Practical insights on how to integrate AI into your existing marketing efforts
Marketing Automation with Like Reply
Like Reply is a specialized expert in digital communication with offices in Munich, Milan and Paris. We support companies in the introduction and development of automated communication as well as in the systematic, effective management of leads and customer relationships. Contact us without obligation and find out how we can take the use of Marketing Automation to the next level together.