Virtual forum

Martechify February 2021 Session Recap: Leveraging the Right Data for Content Personalization

March 5, 2021

February 18, 2021 — In our latest Martechify session, we explored key industry trends in content marketing, as well as how marketing leaders have adapted to shifting expectations in content personalization.

The virtual discussion featured a conversation with martech leaders — Jessie Dawson of Autodesk, Kristina Alfano of ClubCorp, and Cecilia Pérez-Verdía of UTD Center for BrainHealth — on organizing digital asset management systems, collecting the right data for effective personalization, and matching content with the right audiences.

Featured Martechify Experts

Jessie Dawson Headshot

Jessie Dawson

Director, Content Technology, Autodesk

Kristina Alfano Headshot

Kristina Alfano

Director of Email Marketing and Personalization, ClubCorp

Cecilia Pérez-Verdía Headshot

Cecilia Pérez-Verdía

Digital Brand Manager, UTD Center for BrainHealth

The Decisioning Process of Content Personalization

Customer Insights

Content Activation

Discussion and Takeaways: Advice From Our Experts

Each expert discussed the ways they utilize data for effective content personalization at their organizations. Here’s how they summed up their advice on activating content personalization:

Dawson: Be an “asset librarian” — organize and maximize your digital asset management system capabilities. Having a central storage and operating system allows you to manage your content once and efficiently deliver it to many platforms.

Alfano: There is no smart marketing without technology and data. Collect the right information. Start with what you have, leverage what is at your fingertips, and let the data work for you. Identify your pain points and pick the tools that will help you.

Pérez-Verdía: Organize your content library and prioritize who you need to target to figure out what content you can leverage in order to meet your strategy.

For more insights and takeaways from the session, watch the full recording here:

Up Next: Thriving to Surviving: The Role of MarTech in Post-COVID Recovery

Martechify is all about continuous learning, and we can all learn from each other.

We created Martechify to be a growing and ongoing forum series with content that will evolve and build to bring additional value upon repeat attendance. We’ll continue the discussing the role of martech in the next session, “From Thriving to Surviving: The Role of Martech in Post-COVID Recovery.”

Now that you’re all caught up, we’d love for you to join the conversation.

Join us at the next virtual forum on Thursday, March 25 from 8:30 to 10:00 AM CDT:
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