Personalisation as the new standard
Decision-makers don't want generic content anymore. Not because they've become demanding, but because they've grown used to its absence.
now the starting point.
In this article
On LinkedIn they see content tuned to their industry. In their inbox sits an offer built on their behaviour. In their browser the ad of the site they visited earlier follows them.
Against that backdrop, a generic B2B video starts to feel out of date fast. The same animation, the same examples, for everyone. It still works. Less and less.
What makes this possible now
Until recently, video personalisation was expensive and manual. For enterprise marketing with deep pockets, fine. For most companies, out of reach.
AI changed that. Sector-specific variants of an animation are now economically realistic. You build one template, swap text, voice-over and a few visual accents, and you have a variant that feels made-for-them for one industry.
It doesn't have to be only by industry. It can be by company size. By the recipient's role. By funnel stage. By specific pain points you know from sales conversations.
What this delivers
Higher relevance. More attention. Higher conversion.
But there's something less visible too. When you personalise, you force yourself to understand your audience better. You can't personalise generically. So you have to know what's different in transport versus financial services. What an operations manager sees that a CFO doesn't.
That clarity sharpens your whole marketing, not just your video.
The trap
Personalisation without substance is irritating. Pasting the company name in a title card isn't personalisation. It's decoration.
Real personalisation sits in content. The problem you name. The example you use. The numbers you show.
When that aligns, it feels natural. When it doesn't, it feels like spam with helpful formatting.
Where this is going
Generic content will still exist. But the baseline expectation is shifting. What's "innovative" now will, in a few years, just be "what good work looks like".
Companies that lock this into their production process now will have, in time, a process where every production yields multiple variants by default. Not extra work per project, just a different default.
That's the real shift. Not more video, but every video, for whoever's watching.