The news: As personalization becomes standard practice for marketers, a performance gap is emerging in the degree and precision of companies’ execution abilities, per McKinsey’s 2026 Global B2B Pulse Survey of global B2B decision-makers in 13 countries.

Among companies that have grown their market share by over 10% YoY:

• Half report that their email campaigns are very personalized, and 15% say those campaigns are one-to-one personalized.
• 45% call their social media strategies very personalized, and 18% say they’re one-to-one personalized.

In contrast, among companies whose market share declined by more than 5% YoY:

• Only 18% report that email campaigns are very personalized, and 7% have one-to-one personalized email campaigns.
• 15% say their social media strategies are very personalized, and 6% are one-to-one personalized.

Hyperpersonalization gives buyers more relevant messages at every turn, increasing engagement and loyalty. Growth leaders are tailoring communication on a deeper level, and it’s showing up as a market share advantage. It creates a more cohesive customer experience that feels relevant and timely and makes users feel valued.

The bigger picture: Companies that have grown substantially are excelling across multiple channels, indicating an organized team and strong customer engagement strategy. Tailoring content and outreach platforms offers more relevant user experiences that can strengthen the customer relationship and improve conversions.

However, hyperpersonalization requires strong customer data and efficient workflows. The latter need is a place where AI can be deployed to ramp up content production, meet demand, and customize campaigns based on zero- and first-party data without weighing on resources.

Recommendations for marketers: Basic personalization is no longer enough, so dive deeper.

• Collect in-depth behavioral, transactional, and preferential data.
• Ensure that user information is clean and unified.
• Explore AI solutions to produce creative variations and audience-specific campaigns more efficiently.

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