It’s absolutely possible.
This problem mostly occurs when sales teams decide to over-automate their lead generation and outreach efforts. While it’s true that reps should use tools to narrow their target audience and consolidate information, outreach still needs to feel natural and intuitive rather than creepy and weird.
Social selling and other relation-based techniques that can close the gap between the rep and the lead prior to initiating contact can help make leads more receptive to outreach by filling gaps in their own logic.
But, overall, these techniques are designed to help reps close that gap so that the initial outreach isn’t as jarring.
Ultimately, that’s the key.
Even if customers aren’t interested in what the company is trying to sell, if reps are generating personalized email that is both timely and non-invasive (from the customer’s perspective), then it won’t come across as spam.