’Hello $FirstName’ - marketing experts discussing the topic of personalization

From Content Crisis to Customer Relevance - scaling Personalization with efficient Content Management

In this latest episode of Hello $Firstname Season 2, I sat down with Nicole France, Chief Evangelist at Contentful, to dig into how brands can truly make personalization work at scale—and the challenges they face in making it happen.
Personalization sounds like a simple concept, right? After all, we all know the importance of getting data sorted and leveraging customer insights in order to speak to our customers in a way that feels personal and relevant. But hey - what about ‘the right message’, I mean the content side of things? What good is the perfect audience if we have nothing relevant and engaging to say? And how do you scale that part of the solution? 
Nicole’s insights on content orchestration, headless CMS, and the interplay between data and personalization are invaluable for anyone serious about mastering scalable personalization. But here’s the kicker—some of the hidden gems from our conversation go far beyond what you’ll read here, so I highly recommend listening to the full episode for an even deeper dive into these topics.
The Real Challenge of Personalization at Scale
Nicole and I discussed one of the biggest pain points for marketers: scaling personalization. As marketers, we all know content is fragmented across various platforms, and reaching the right customer with the right message can feel like finding a needle in a haystack. Nicole shared how headless CMS platforms like Contentful help manage content at scale and deliver it seamlessly across touchpoints, which is key to ensuring that personalization doesn't become just another buzzword.
The secret? Ensuring a seamless flow of content from the Content Layer to the Personalization Layer—because personalization can’t stand alone. It needs to be backed by solid data and the right content to truly resonate with customers.
Master Content vs. Execution Content: The Key to Actionable Personalization
Another fascinating point Nicole shared was the importance of distinguishing between master content and execution content. Master content serves as the foundation, but it’s the execution content—tailored, personalized content—that takes the interaction from static messaging to a dynamic, customer-centric experience. This is where the Personalization Layer truly comes into play.
AI’s Role in Scaling Personalization
We also touched on the exciting potential of Generative AI (GenAI) in content creation. Nicole discussed how GenAI can assist with everything from content creation to repurposing across channels—helping brands scale personalization without losing the human touch. But how does it all fit together? That’s where it gets really interesting, and you’ll want to hear Nicole’s thoughts on this in the podcast. Hint: It’s something about a rug…!
Building Emotional Connections through Personalization
At the core of everything Nicole and I discussed was the idea that personalization isn’t just about data and content—it’s about emotion. Personalization should make customers feel heard, understood, and valued. It’s about crafting messages that resonate emotionally, even if the message isn’t hyper-individualized.
For a deeper dive into these insights, listen to the full episode where Nicole and I explore how content and personalization work hand in hand to create scalable, meaningful customer experiences.
Based on Rasmus Houlind's book ’Hello $FirstName - Profiting from Personalization’ and in turn the Content Crisis Manifesto.
The Content Crisis Manifesto can be downloaded here.
The full book is available in print and kindle and can be bought here (or your local amazon in case it doesn't work...)
An written abstract of the book can be downloaded here.
The full audiobook can be downloaded here (courtesy of Agillic).
All models and illustrations from the book can be downloaded here.
Book me for a presentation, meeting or talk here!

Personalizing Content to make Pandora sparkle - The Hello $Firstname Podcast - S02E02

A Conversation with Julie Marie Hermann: Personalization at Pandora
In this episode of Hello $Firstname Season 2, I had the pleasure of sitting down with Julie Marie Hermann, Personalization and CX Manager at Pandora, the world’s largest jewelry brand by volume. With over 33,000 employees and a presence in more than 100 countries, Pandora is leading the way in scaling personalization.
Julie shared some insightful thoughts on the challenges and opportunities Pandora faces when it comes to delivering personalized customer experiences. Here are some key takeaways:
1. The Content Crisis: Navigating the Overflow
Julie talks about the overwhelming amount of content Pandora manages across markets and platforms. With so many products and customer segments, finding the right content for each touchpoint can feel like looking for a diamond in a sea of options. Julie explains how Pandora is working to streamline content delivery and ensure customers receive relevant, personalized messages.
2. Brand-Led vs. Customer-Led Content: Finding the Balance
Julie makes an important distinction between brand-led content (broad, brand- and campaign-driven messages) and customer-led content (personalized messaging that speaks directly to specific customer needs). The key is ensuring the right mix: not every communication needs to be personalized, but as the customer comes closer to a purchase decision, the content must resonate more and more with the individual and their needs.
3. GenAI: Personalization's Digital Assistant
Julie is particularly excited about how Generative AI can help Pandora scale personalization efforts. From automatically tagging content to adapting it for different channels, AI can enabling Pandora to work more efficiently and deliver highly relevant, personalized experiences for their customers.
4. Balancing Short-Term Wins with Long-Term Strategy
Julie offers valuable advice for marketers: balancing short-term tactical wins with long-term strategic goals. At Pandora, her team is focused on laying the foundation for sustainable personalization that delivers long-term value while still generating immediate results.
Based on Rasmus Houlind's book ’Hello $FirstName - Profiting from Personalization’ and in turn the Content Crisis Manifesto.
The Content Crisis Manifesto can be downloaded here.
The full book is available in print and kindle and can be bought here (or your local amazon in case it doesn't work...)
An written abstract of the book can be downloaded here.
The full audiobook can be downloaded here (courtesy of Agillic).
All models and illustrations from the book can be downloaded here.
Book me for a presentation, meeting or talk here!

Season 2 Premiere - Discussing the Content Crisis and the Content Layer with Frans Riemersma

The Content Crisis in Personalization and the Content Layer
In the season premiere of Hello $Firstname Season 2, I had the privilege of sitting down with my co-author, Frans Riemersma, founder of MartechTribe and a global thought leader in marketing technology.
Frans is working closely together with Scott Brinker on the MartechMap.com that most marketers are familiar with (hint: crazy map with an ever increasing list of vendors).
Together, we introduced the theme of this season: how to solve the content crisis for personalization.
The content crisis has become the key bottleneck for scaling personalization. In this episode, Frans sheds light on:
The Content Layer Vision: Much like the Data Layer revolutionized marketing, Frans predicts the emergence of a Content Layer, enabling seamless content flow from master files to personalized messages. Together - Frans and I - have been putting a lot of work into demystifying this layer and how it works.
GenAI’s Role: Generative AI isn't just a tool; it’s a game-changer for creativity, localization, and scalability. Frans introduces the idea of Brand LLMs—custom AI models trained on a company’s unique assets, values, and tone.
Personalization as Dialogue: Frans reframes personalization as a human-like conversation between a brand and its customers. Imagine talking directly to the essence of a brand’s founder—deeply personal and deeply effective.
Metrics That Matter: Personalization must drive real business value. Frans emphasizes ROI and innovative metrics like return on content to optimize marketing efforts.
We also explored how GenAI and the Content Pipeline can fix common pitfalls, like brands overselling (or over-personalizing!) irrelevant products.
Watch the full Episode with video on Youtube here.
The full book is available in print and kindle and can be bought here.
(or your local amazon...)
An abstract of the book can be downloaded here.
All models and illustrations from the book can be downloaded here.

Chapter 22+23 - Season Finale of 'Hello $Firstname'

This is the last episode of this season of the 'Hello $FirstName' podcast. It consists of an audio book chapter - well two actually - namely... 
CHAPTER 22: ACHIEVING ORGANIZATIONAL MATURITY FOR PERSONALIZATION - with the points:
The glass ceilings and how to break them
Breaking the glass ceiling between the Hack and Pack levels
Stabilize the performance of your core platforms
Transition your team of builders to a team of executors (Makers to Marketers)
Secure resources for both campaigns and marketing automation
Secure data quality and format for marketing automation
Switch from a project-based to a hybrid operating model
Change from a simple ESP to a real MAP
Breaking the glass ceiling between the Pack and Stack levels
Establish cross-functional teams
Centralize data and insights
Centralize production and orchestration of content
Realign your incentives and personalization accountability around customer-centricity
and
CHAPTER 23: CONCLUSION
Conclusion
About the authors
The full book is available in print and kindle and can be bought here.
(or your local amazon...)
An abstract of the book can be downloaded here.
All models and illustrations from the book can be downloaded here.

Discussing Chapter 21: ’GOVERNANCE’ with Tina Lambert, Head of CRM at Danish Industry

In this week's episode of the 'Hello $FirstName' podcast we'll be discussing chapter 21: ’GOVERNANCE.
Our special guest this week is Tina Lambert from Danish Industry. Tina is currently working as Head of CRM after many years within the political organization. Stakeholders wanting to inform all clients are many and the need for balancing priorities within CRM makes it necessary to rely on fixed processes and governance.
In the episode we cover the following points:
Tina's background and career
The importance of Governance in CRM and Marketing
How data processing, privacy regulations, and consent management play into the CRM strategies at Danish Industry
How the CRM department connects with both Legal, Procurement and IT
How the CRM department interplays with other departments to get the client communications rolling
What stakeholder strategies they use to align internally on customer communications and lastly...
Tina's own favourite example of personalization that he has experienced personally
Based on Rasmus Houlind's book ’Hello $FirstName - Profiting from Personalization’
Watch the full Episode with video on Youtube here.
The full book is available in print and kindle and can be bought here.
(or your local amazon...)
An abstract of the book can be downloaded here.
All models and illustrations from the book can be downloaded here.

Chapter 21: Governance

This week's episode of the 'Hello $FirstName' podcast consists of an audio book chapter, namely... 
CHAPTER 21: GOVERNANCE
How does governance apply within marketing?
What is subject to governance when it comes to personalization?
Governance topics imposed by law
Data processing, privacy regulations, and consent management
Governance topics imposed by other departments IT Governance
Procurement processes
HR policies
Brand guidelines
Governance topics you should consider imposing Personalization accountability
Data operations
Marketing operating model
Contact and suppression policies
Retail media policies
Martech governance
Maturity levels for governance
The full book is available in print and kindle and can be bought here.
(or your local amazon...)
An abstract of the book can be downloaded here.
All models and illustrations from the book can be downloaded here.

Discussing Chapter 20: ’MARKETING TECHNOLOGY’ with Martin Wammen, Founder of Marchitechs

In this week's episode of the 'Hello $FirstName' podcast we'll be discussing chapter 20: ’MARKETING TECHNOLOGY.
Our special guest this week is Martin Wammen. Martin is the founder of the boutique Martech consulting agency Marchitechs. And he has extensive experience from both SaaS, the agency side and even from classic direct marketing and is currently working with several high end brands in the Nordics.
In the episode we cover the following points:
Martin's background and his aim with founding Marchitechs
What the most common challenges companies face when choosing marketing technology are
Which key criteria he recommends that brands consider in this process
How representative the considerations by Norsk Rikstoto (who are in the book) are across the board
What the need is for a central customer profile and how that fits with Customer Data Platforms
How companies should deal with the fact that the 3rd party cookie is dying and how they should focus on 1st party data
How Martin sees the order of which technology should be applied for personalized customer experiences
His view on what he calls the 'Content Crisis' and how that is tied closely into GenAI
How he sees the two martech trends 'Atomization' and 'Aggregation' that we cover in the book
Which trends he sees in the future
Martin's own favourite example of personalization that he has experienced personally
Based on Rasmus Houlind's book ’Hello $FirstName - Profiting from Personalization’
Watch the full Episode with video on Youtube here.
The full book is available in print and kindle and can be bought here.
(or your local amazon...)
An abstract of the book can be downloaded here.
All models and illustrations from the book can be downloaded here.

Chapter 20: Marketing Technology

This week's episode of the 'Hello $FirstName' podcast consists of an audio book chapter, namely... 
CHAPTER 20: MARKETING TECHNOLOGY
Systems of record
Will a customer content platform (CCP) emerge?
Atomization and aggregation
Go for best-of-integration
Growing your stack’s maturity
Rightsizing your martech stack
Using atomization and aggregation to rightsize your martech architecture
Maturity levels for marketing technology
The full book is available in print and kindle and can be bought here.
(or your local amazon...)
An abstract of the book can be downloaded here.
All models and illustrations from the book can be downloaded here.

Discussing Chapter 19: ’PEOPLE AND SKILLS FOR PERSONALIZATION’ with Christian Peter, Author and Award Winning CX leader in Finance

In this week's episode of the 'Hello $FirstName' podcast we'll be discussing chapter 19: ’PEOPLE AND SKILLS FOR PERSONALIZATION’.
Our special guest this week is Christian Peter. Christian has vast experience as a leader in CX from several large banks in the financial sector in Germany. He even has the award statuettes to prove his success in the field. Last year I saw Christian receive an EDDI Award from DDV, German Dialog Marketing Association for his and his team's work at CommerzBank. He's also an author at Sulona.com and has written the book ‘It Depends on the Ands’ that sums up his experiences in bite sized advice. 
In the episode we cover the following points:
Christian's career path and his work for multiple German banks
What it was that drove him towards becoming an author
What the state of Personalization is in Finance today and how it has changed
How much of the Customer Experience that Marketing owns in Finance
How the mix of Outbound vs Inbound channels is in Finance
The importance of Tech vs. People in Personalized Customer Journeys
Scott Brinker's 5M Model and Marketing Technologist Roles
The necessity of T-Profiles in Smaller Teams
Challenges in Hiring and Retention vs. the Utilization of External Consultants and Agencies
Changes in Operating Model with Increased Maturity
Automated Lifecycle Communication vs. Campaigns
Project vs Process based operating models
The Impact of Generative AI on Personalization in the Future
Christian's own favourite example of personalization that he has experienced personally
Based on Rasmus Houlind's book ’Hello $FirstName - Profiting from Personalization’
Watch the full Episode with video on Youtube here.
The full book is available in print and kindle and can be bought here.
(or your local amazon...)
An abstract of the book can be downloaded here.
All models and illustrations from the book can be downloaded here.

Chapter 19: People and Skills for Personalization

This episode of the 'Hello $FirstName' podcast consists of an audio book chapter, namely Chapter 19: People and Skills for Personalization
CHAPTER 19: PEOPLE AND SKILLS FOR PERSONALIZATION
Enter the marketing technologist
How about the creative skills?
How the 5M model applies to personalization
Applying these skills to the Pyramid of Personalization
Shifts in focus
Shifts in composition
Shifts in operating model
Size matters
Insourcing vs outsourcing
Maturity levels for people and skills
The full book is available in print and kindle and can be bought here.
(or your local amazon...)
An abstract of the book can be downloaded here.
All models and illustrations from the book can be downloaded here.