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

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.

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.

In this week's episode of the 'Hello $FirstName' podcast we'll be discussing chapter 18: ’MODELS FOR ORGANIZATIONAL MATURITY IN PERSONALIZATION’.
Our special guest this week is Frans Riemersma. Apart from being a co-author on a very important part of ‘Hello $Firstname’, Frans is driving a lot of interesting research out there with MartechTribe.com and is really getting to the bottom of Martech and Martech Ops. This also includes the work on MarTechMap.com with Scott Brinker from ChiefMartec. So who better to take this discussion with?
In the episode we cover the following points:
Frans's career path and his work MarketingTribe.com and the Martechmap.com with Scott Brinker
What the term Marketing Ops means?
How big personalization is in Martech these days and how that has changed over the years
What a maturity model is - and how it can be used by e.g. a CMO
The CMMi maturity framework
What the Hack, Pack, Stack steps mean for marketing and how it fits with Marketing Productization
How to break through the glass ceiling from one maturity level to the next
How GenAI affect personalization and finally
Frans'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.

This episode of the 'Hello $FirstName' podcast consists of an audio book chapter, namely Chapter 18: Models of Organizational Maturity in Personalization.
CHAPTER 18: MODELS OF ORGANIZATIONAL MATURITY IN PERSONALIZATION












The Omnichannel Hexagon
A realistic view on organizational maturity within personalization
Productization in marketing
The back end of the Pyramid of Personalization












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.

In this week's episode of the 'Hello $FirstName' podcast we'll be discussing the third and last chapter in part 3 of the book: THE PREREQUISITES FOR PERSONALIZATION. Chapter 17 is called ’CONVERSION RATE OPTIMIZATION AND PERSONALIZATION'.
This week’s guest is a special friend of mine who's also known as 'The Queen Of CRO' (.com). Marianne Stjernvall has her own consulting and speaking business which is hard earned from her succesful history of CRO work at COOP Sweden and Tele2.
Who better to discuss the inter-relation between CRO and Personalization with? At least I only see a few other options that come close (and that haven't already been on the show).
In the episode we cover the following points:
Marianne's career path and her work within CRO at COOP, Tele2 and her own business from the CRO community
What CRO really is
What her biggest achievement in CRO has been
How the whole CRO community works
How Personalization and CRO converge? (if they do)
When to shift from CRO to Personalization
What Direct Marketers can and should learn from the CRO tribe and finally...
Marianne's own favourite example of personalization that she has experienced personally
Which interestingly enough leads into a discussion about whether the best personalization is something that is clearly and explicitly personalized or that merely removes friction and makes things go smoothly... What do you think?
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.

This episode of the 'Hello $FirstName' podcast consists of an audio book chapter, namely Chapter 17. It is the third and last chapter in Part 3 of the book - The Prerequisites for Personalization and the chapter is called: Conversion Rate Optimization & Personalization.
CHAPTER 17: CONVERSION RATE OPTIMIZATION AND PERSONALIZATION








Prioritizing between CRO and personalization
Shifting from CRO towards personalization
When to shift from CRO to personalization
So, who is personalization not for?








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.