Insights / Messaging · 5 min read
Personalisation proves you looked someone up. Differentiation gives them a reason to care. In 2026 the first is free, universal and worth almost nothing.
Personalisation at volume requires a data source, and there are only a handful of enrichment providers supplying the B2B market. They surface broadly the same fields.
So when a thousand companies automate personalisation, they produce a thousand instances of the same twelve observations.
Take the email you are about to send, swap in a competitor’s logo, and read it again. If it still makes sense, it was never differentiated.
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