Personalization is increasingly employed in the phases of the buying journey, but there is a notable decline in its application throughout the postsale customer lifecycle. B2B organizations must prioritize full-lifecycle personalization and persona-based experiences by investing in a comprehensive data strategy across the organization to effectively align personalization with buyer and customer expectations. In this report, we highlight key insights and trends regarding the current state of B2B personalization and explore opportunities for companies to enhance their approach to personalization in the age of generative AI (genAI).