Ankush Bhide

Most B2B teams say they do ABM personalization. Very few actually do. What most teams call personalization is surface-level customization. A logo swap. A name token. A dynamic headline. Sometimes a different hero image. That is not ABM personalization. That is cosmetic variation. Real ABM personalization changes how an account understands its own problem, how buying groups evaluate trade-offs, and how decisions get made. And that difference matters, because surface-level personalization...

ABM did not stall because teams lack intent, tooling, or data. It stalled because most personalization stops where it is easiest to implement. Headlines change. CTAs adapt. Company names appear in the right places. On the surface, everything looks relevant. But the moment a buyer goes deeper, the experience collapses into something familiar and generic. That disconnect is now one of the biggest reasons ABM programs lose momentum. The illusion of personalization Cosmetic personalization...