What are personalization points?
Personalization points tell AI what kind of information to research about a company, prospect, or industry before generating messages in your AI SDR sequence.
They help you take personalization a step further – beyond the default setup that uses your business context and publicly available data (like in standard AI SDR personalization). With personalization points, you can guide AI to focus on specific topics, such as a company's recent funding, a prospect's achievements, or the latest industry trends.
👉 If you're looking for the standard personalization method that uses your business inputs and contact data, check out our Personalization in AI SDR article.
How personalization points work
When you set up your AI SDR sequence, you'll find this option under Step 3 – Research agents. Here, you can choose up to 3 personalization points that AI will use to tailor each message. For example, you might ask AI to look into the company's products, the prospect's career summary, or the predicted challenges.
AI will automatically collect this information from reliable public sources – such as LinkedIn, company websites, or recent news – and use it to create messages that sound natural, relevant, and specific to each contact.
If data is available for all selected points, AI will prioritize the most relevant one for the first message and use the others in follow-ups. If only one or two points are found, it will focus on those.
💡 You can also skip personalization entirely by unselecting all the boxes. AI will still generate unique, context-aware content using your value proposition, proof points, and case studies.
Types of personalization points
You can choose up to 3 personalization points from the following categories: Default Search, Company Research, Prospect Research, or Industry Research.
You can also use Contact Fields Personalization to personalize messages with your own custom data.
If you choose Contact Fields Personalization, all other research options (except Default Research) will be locked.
Default Research
AI reviews the company's LinkedIn profile, the prospect's LinkedIn profile, and performs a Google search to gather general background information.
Company Research
Here, AI focuses on learning more about the prospect's company. You can select what kind of company information you want it to include:
Company Description – Description from the company's About section on their LinkedIn profile.
Company Mission – Based on the information on the website's landing page or LinkedIn company description, AI generates a summarized company mission.
Company Tech Stack – AI checks if the company is using any integrations or third-party services. If it finds useful information, a personalization point will be created based on the tech stack.
10-K Report – Annual financial report analysis. The system checks if the company appears in a 10-K report (for publicly owned companies only). This point is most relevant for larger organizations.
Recent Report for Investors – Extracts key financial data from the company's most recent investor reports (10-K, 10-Q, 8-K, earnings releases available on its website).
Financial Report – Collects detailed financial information from sources like Annual Reports, 10-Q, Form 8-K, proxy statements, earnings releases, and investor presentations published on the company website.
Fundraising Research – Gathers information about fundraising and investment activity – when the company raised funds, who invested, and whether it has invested in other businesses.
💡 Particularly useful for startups looking for funding or partnership opportunities.
Company Challenges – Reviews all available company content (website pages, blogs, press releases, news sections, and social media posts) from the past 6 months to identify potential challenges, market pressures, or obstacles the company might be facing.
Company Recent News – Collects recent press releases, media mentions, and company-related news from the last 3 months.
Predict Challenges and Competitors – Compiles insights from multiple sources – website content, press releases, analyst reports, financial filings, and industry publications – to forecast potential future challenges and competitive pressures.
Products/Services Deep Dive – Looks into all company products and services by reviewing product pages, documentation, pricing, customer reviews, feature comparisons, and positioning against competitors.
Mergers & Acquisitions – Identifies merger, acquisition, and strategic partnership data, such as which companies were acquired, merged with, or partnered with.
Customer Reviews – Reviews customer feedback from G2 Crowd over the past 6-12 months, and identifies key positive and negative themes and links them to how your product could help or complement what customers already value.
Prospect Research
This option helps you personalize your outreach around each individual contact. AI gathers information such as:
About Section – Key details from the prospect's LinkedIn About section.
Hobbies and Interests – Insights found on their public LinkedIn or Google results, useful for creating a warmer, more personal opening.
Quote – Notable statements or phrases taken from their LinkedIn profile or posts.
Achievements – Highlights from their experience, such as promotions, awards, or big milestones.
Career Summary – A brief overview of their professional journey and main focus areas.
Job Responsibilities in Current Company – Information about what they do in their current role, based on their LinkedIn experience section.
Achievements in Current Company – Specific results or accomplishments in their current role.
Industry Research
This option focuses on the company's industry to help add context to your outreach and show that you understand the market they work in.
Recent Industry News – Reviews recent news, regulatory changes, or trends from the last 3-6 months that may affect the company's business or industry.
Industry Trends – Highlights emerging technologies, shifts in the market, or changes in customer behavior that are relevant to the company's positioning.
Competitors Overview & News – Lists 3-5 direct competitors, their differentiators, and recent updates such as new product launches, partnerships, or market expansions.
Contact Fields Personalization
If you'd rather use your own data, you can personalize messages through custom fields – for example, personal notes, goals, or other details you've added manually.
AI will use this data automatically in your outreach, as long as the fields are filled in for each contact. Please note that contact fields personalization supports text only; any links you include will not be used for personalization.
To learn more about creating custom fields, check out this article.