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An Expert's Guide to Successful Marketing Personalization [Podcast]

How authentic is your marketing personalization, really? In this second-to-last episode of the Content Experience Show, co-hosts Randy Frisch and Anna Hrach bring back a Conex Show veteran, Tyler Lessard, to chat about building authentic relationships with your audience. 

In his role as VP of Marketing at Vidyard, Lessard has learned when to use humor and when to stick to the facts, how powerful a human voice (and face) is in marketing, and how marketing personalization these days too often carries an over-digitized aftertaste. 

Tune in to this episode to hear Lessard’s take on common personalization pitfalls, successful relationship building, effective one-to-one video, and more. 

In This Episode: 

When to Buckle Down and Educate Versus When to Showcase Your Brand’s Human Side

Blogs, ebooks, and web copy are often quite polished and feel less genuine than an unscripted podcast or candid video. How are you ensuring your marketing content feels authentic and real? 

“Podcasts and video are emerging ways to communicate in a richer format.” – @tylerlessard

How Vidyard Gets Personal in Their Marketing

Great salespeople won’t pass up any opportunity to build a relationship with a customer face-to-face. As marketers, it's our job to think about how we can do that at scale. 

“We get out there in the field with our customers because you still cannot beat that one-to-one human connection.”


Secrets to Successful One-to-One Video Marketing

As more and more of the purchase decision is made before a buyer is even ready to talk to sales, it’s become increasingly important for us as marketers to create valuable content that both engages and educates. 

“Our job as marketers is to help build a relationship in addition to educating like sales reps would.” – @tylerlessard

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For more insights from your favorite marketers, visit the Conex: The Content Experience Show stream.

About the Author

Randy Frisch is the CMO and Co-Founder of Uberflip, a content experience platform that empowers marketers to create content experiences at every stage of the buyer’s journey. He has defined and led this movement, prompting marketers to think beyond content creation and truly put their customers first by focusing on the experience. This movement has fuelled an annual conference, Conex: The Content Experience, that brings together 750+ passionate marketers, and a North American-wide Conex Tour. Randy is also the host of The Marketer’s Journey podcast, was named one of the Top 50 Fearless Marketers in the world by Marketo, and is the best-selling author of F#ck Content Marketing: Focus on Content Experience (yeah, he swears sometimes).

Profile Photo of Randy Frisch