This post was originally written by Marc Emmer for Inc. Magazine

During my keynote speeches across North America, I’ve been reinforcing a universal truth,  digital transformation isn’t about doing everything—it’s about hyper-specialization: doing one thing exceptionally well. With the emergence of AI, marketers now have the ability to deliver exactly the right message, to precisely the right prospect, at the right time based on their individual behaviors, geography, and psychographics.

The shift isn’t coming. It’s already here.

Consider what happens after you click a on LinkedIn ad for a cloud-based ERP solution. You’re not dropped on a generic homepage. Instead, you’re guided to a dynamic microsite built specifically for your industry, with testimonials from operations managers in your sector, pricing models that speak to your budget range, and messaging that anticipates your pain points. From there, your lead is routed not to a general sales queue, but to a rep who’s fluent in the manufacturing lexicon.