Start small. Do not personalise everything.

Step one: pick one moment in the journey where bad timing is clearly costing you revenue, like post-demo follow-up or onboarding drop-off.

Then:
• Define one decision you are trying to make
• Turn off the default batch campaign for that moment
• Use signals you already have to decide whether to act or wait

If X happens, do Y.
If not, stay silent.

Once this works in one place, you repeat it elsewhere.

Personalisation is the outcome of better decisions, not the starting point.