When there’s so much content competing for attention, customers crave experiences that feel personal and relevant.
In this episode, David Edelman discusses insights from his book, Personalized: Customer Strategy in the Age of AI. With decades of experience as a CMO, David shares his five core tenets of personalization and explores ways to measure their success. David also touches on how AI can help brands design better customer experiences that scale.
In both B2B and B2C, David demonstrates how personalization serves as a powerful differentiator, relying on cross-functional alignment and a customer-centric approach.
In this episode, you’ll learn:
- How to leverage AI for scalable, context-driven personalization
- Why personalization requires a cross-functional approach across departments
- Examples of personalization done right in B2B
Jump into the conversation:
(00:00) Marketing personalization with David Edelman
(05:22) Personalization in B2B
(10:09) Personalization is cross-functional
(12:46) Using AI appropriately for better customer experience
(17:29) How to start personalization efforts
(20:00) Core marketing principle: The 4C analysis
( 22:10) Measuring success in personalization
Resources:
Personalized: Customer Strategy in the Age of AI - https://www.amazon.com/Personalized-Customer-Strategy-Age-AI/dp/1647826276