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Personalization is a huge opportunity for marketers to build trusted relationships that increase customer lifetime value and reduce churn. But it’s also a balancing act that’s hard to achieve consistently. Demand generation marketers must address the entire life cycle — from pre-sale to post-sale to advocacy — but doing so successfully means making adjustments as the customer relationship evolves. In this clip from Content Marketing World 2019, Ardath Albee, the CEO of Marketing Interactions shares advice on how to keep your personalization from being creepy and instead be compelling.
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