As marketing technology explodes (anyone seen Scott Brinker’s eye chart lately?), the opportunities for personalization expand proportionately. Customers increasingly want and expect companies to tailor offerings to their needs, whether that’s smart fitness class recommendations from Peloton or tailored retirement counsel from Fidelity. That’s the grail: but how do we get there? The right martech stack is a big part of the answer, but so is content. What is the content strategy required for the modern marketing organization in a world that spans PDF and AI? In this session, we’ll talk about proposed organizational structures, skill sets, brand voice, and even the ethical underpinnings of your enterprise’s content approach.
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As marketing technology explodes (anyone seen Scott Brinker’s eye chart lately?), the opportunities for personalization expand proportionately. Customers increasingly want and expect companies to tailor offerings to their needs, whether that’s smart fitness class recommendations from Peloton or tailored retirement counsel from Fidelity. That’s the grail: but how do we get there? The right martech stack is a big part of the answer, but so is content. What is the content strategy required for the modern marketing organization in a world that spans PDF and AI? In this session, we’ll talk about proposed organizational structures, skill sets, brand voice, and even the ethical underpinnings of your enterprise’s content approach.
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Jen Reddy,
Percolate

Perry Hewitt,
Lincoln Center

Presentation title:

Marketing’s Holy Grail: Powering Effective Personalization Through Content Strategy

About the video:
As marketing technology explodes (anyone seen Scott Brinker’s eye chart lately?), the opportunities for personalization expand proportionately. Customers increasingly want and expect companies to tailor offerings to their needs, whether that’s smart fitness class recommendations from Peloton or tailored retirement counsel from Fidelity. That’s the grail: but how do we get there? The right martech stack is a big part of the answer, but so is content. What is the content strategy required for the modern marketing organization in a world that spans PDF and AI? In this session, we’ll talk about proposed organizational structures, skill sets, brand voice, and even the ethical underpinnings of your enterprise’s content approach.
About the speakers:

Jen Reddy is the Senior Vice President of Marketing at Percolate. In her role, she is responsible for developing and executing Percolate’s brand growth and demand generation strategies. Prior to Percolate, Jen spent four years as the Chief Marketing Officer of IdeaPaint, where she led their product and brand growth teams. Jen also served as the Chief Marketing Office of CSpace. She began her career as a brand strategist at Arnold, The Martin Agency and MullenLowe.


Perry is a New York-based marketer and digital strategist. She currently serves as Senior Advisor, Engagement Strategy at Lincoln Center for the Performing Arts and previously worked as Harvard University’s chief digital officer. She is known for excellence in leading brands to adapt and thrive through digital transformation. Perry is a board member of Junior Achievement U.S.A., a Connect Council member at Glasswing VC, an early-stage venture capital firm focused on Artificial Intelligence, and an advisor to the Harvard Business School’s Digital Initiative. She writes and speaks on topics including leading digital transformation, sustaining cultural change, and women’s leadership.