Below are two example personalizations that Billable has come up with for the decision stage; one where they personalize for their contact person (Claudia) and one where they personalize for the company she works at (Hotels, inc). In the first example, they know that Claudia is a CFO and they know her particular struggles, thus the message is structured accordingly. They have also changed their customer quotes to be from CFOs like her.

In the second example, since they are personalizing for the account, they have placed the name of the company in the header and adjusted the subhead slightly. They have also changed the customer quotes to match their industry.