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How to Leverage the Personalization Ladder to Build Brand Affinity | Glen Drummond

Is personalization simply a silver bullet, or will this emerging technology change the face of marketing? Glen Drummond, Chief Innovation Officer of Quarry Integrated Communications, joins Alan to discuss the theory of personalization. When machines talk to you using behavioral targeting, how does it make you feel? How can businesses, particularly B2B marketers, use personalization to create a more authentic brand experience? 

Glen introduces us to the personalization ladder and defines the steps from personalization to sales. Alan and Glen also consider the effect personalization will have on content marketing as the marketer's toolbox constantly evolves. Key takeaway? Think strategy, not tactic, regarding personalization and customers will feel a deeper and more meaningful brand connection.

About Our Guest

Glen Drummond serves as partner and chief innovation officer at Quarry Integrated Communications. He specializes in supporting innovative people within large organizations, who are leading the journey from product-centric to customer-centric business models. Glen also teaches a fourth-year course in marketing at Wilfrid Laurier University and Digital Experience Innovation at the University of Waterloo Stratford Campus.