La personnalisation est aujourd’hui un élément essentiel du marketing B2B. Ce n’est plus un simple bonus, mais un véritable levier de performance. La capacité à s’adresser à chaque prospect avec le bon message, au bon moment, fait souvent la différence entre une campagne performante et une campagne ignorée.
Mais une question reste posée :
Comment personnaliser à grande échelle, pour des dizaines, des centaines, voire des milliers de prospects, sans devoir rédiger chaque message à la main ?
C’est dans ce contexte que l’intelligence artificielle, et plus précisément l’IA générative, commence à transformer la façon dont les entreprises abordent l’Account-Based Marketing, la création de contenu et l’engagement commercial.
Why AI Personalization Marketing in B2B Needs to Evolve
The traditional approach to AI personalization marketing, using first names or a few custom lines, is no longer sufficient. Buyers expect relevant messaging tailored to their role, industry, and current business priorities.
What used to be manageable 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 personalization marketing can help identify intent signals, generate tailored messages, and adapt tone and content to the specific function targeted, whether it’s marketing, operations, or supply chain.
What AI Personalization Marketing 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.
48
Click-to-Open
9
Conversion rate
Want to Learn More about AI Personalization Marketing?
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 personalization marketing into your existing marketing efforts
Automatisation du marketing avec Like Reply
Like Reply est un expert spécialisé dans la communication numérique avec des bureaux à Munich, Milan et Paris. Nous soutenons les entreprises dans l’introduction et le développement de la communication automatisée ainsi que dans la gestion systématique et efficace des prospects et des relations avec les clients. Contactez-nous sans engagement et découvrez comment nous pouvons, ensemble, faire passer l’utilisation de l’automatisation du marketing à un niveau supérieur.