HeyJared’Hello $FirstName’ - marketing experts discussing the topic of personalization
Ready to learn about personalization in marketing?Where first season was based on the book ’Hello $FirstName - Profiting from Personalization’ - Season 2 takes it further to explore the Content Crisis of Personalization - and the roles that the Content Layer (hint: a parallel…
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- Sep 23, 2026
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Hello $Firstname AI Edition, Chapter 22: Achieving Organisational Maturity for Personalisation (opens the original)
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In Chapter 22 of Hello $Firstname, Arild Horsberg reads ‘Achieving Organisational Maturity for Personalisation’. Arild Horsberg is general manager of Forte Optimize in Oslo, Norway. In this chapter, he reads the final chapter of Part Four, where the book brings people and skills, technology, and governance together and turns the maturity model into action. Knowing the levels of the back end of the Pyramid of Personalisation does not by itself help you move from one level to the next. This short
Hello $Firstname AI Edition, Chapter 21: Governance and Processes (opens the original)
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In Chapter 21 of Hello $Firstname, Yogita Wadhwa reads ‘Governance and Processes’. Yogita Wadhwa works in what she calls the messy middle, where strategy, technology, data, and execution have to come together for things to actually work. She has spent more than 25 years working with large enterprises across the US, Australia, and the Middle East. In this chapter, she reads the third deep dive into the back end of the Pyramid of Personalisation. The chapter opens at Matas, the Danish beauty and h
Hello $Firstname AI Edition, Chapter 20: Marketing Technology (opens the original)
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In Chapter 20 of Hello $Firstname, Matthew Niederberger reads ‘Marketing Technology’. Matthew Niederberger is a fractional head of martech at Martech Therapy, which mostly means he gets called in when a stack is not doing what the slide deck promised. He spends most of his working life inside other people’s martech stacks, so this is the chapter he would have picked himself. The chapter opens with John at Diligent Corporation, preparing a major product launch. A content marketing platform traine
Hello $Firstname AI Edition, Chapter 19: People and Skills for Personalisation (opens the original)
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In Chapter 19 of Hello $Firstname, Michel Stevens reads ‘People and Skills for Personalisation’. Michel Stevens is course director at CXM Academy and has spent his professional life on exactly what this chapter is about: the people and skills behind customer experience. In this chapter, he reads the first of three deep dives into the back end of the Pyramid of Personalisation. The chapter opens with Pernille at the Royal Danish Theatre. Her team has spent years building a website, an app, and a
Hello $Firstname AI Edition, Chapter 18: Models of Organisational Maturity in Personalisation (opens the original)
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In Chapter 18 of Hello $Firstname, Fiona Ngaruro reads ‘Models of Organisational Maturity in Personalisation’. Fiona Ngaruro is a digital growth and marketing technology strategist based in Nairobi, Kenya, and the creator and host of the Martech Unraveled podcast, which explores how marketing and technology are shaping business growth across Africa. In this chapter, she opens Part Four of the book, where the focus moves from what to build to how an organisation matures so it can keep building pe
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