Overview

Title: The Psychology of Personalizing Content: How to Drive Growth in Crowded Channels
Date: Wednesday, August 5, 2020
Time: 2 PM ET/11 AM PT
Duration: 1 Hour

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Summary

Standing out in a crowded marketplace can feel like a Herculean task.

Time to use mind over muscle: marketers who understand the powerful principles of psychology and behavioral science can stand out while driving tangible business results.

The key is including personalization in your marketing and sales content strategy. Grounded in psychology, personalization done well can increase growth and loyalty, even in crowded and noisy markets.

Shirin Oreizy, Founder and President of Next Step, and Nick Mason, CEO and Founder of Turtl will explore the psychological underpinnings of personalization: why it is so hard to ignore, the psychological levers it taps into, and the behaviors that personalization can encourage. Ultimately, learn why and how personalization at scale can help marketers effectively build relationships, driving revenue growth and customer loyalty.

Join this session to take away key insights on:
  • Understanding the psychological factors that make personalization so sticky
  • Why marketers often send the wrong message when it comes to decision-making
  • How to cut through the noise by tapping into the brain’s response mechanisms
  • Creating long lasting relationships by addressing individual needs
  • Why the most successful companies give their customers perfectly tailored content experiences
  • Examples from B2B and B2C


Produced by:

Speakers

Shirin Oreizy
Founder and President at Next Step

Shirin Oreizy is the founder and president of Next Step, an award-winning Behavioral Marketing Agency with offices in San Francisco, CA and Boston, MA. Next Step leverages the latest research in Behavioral Science (the study of how humans really make decisions) to design better outcomes for businesses in their marketing and growth initiatives. Their client base is diverse and includes The United Nations, Github and Stanford University, to name a few. Shirin has a degree in Engineering & Computer Science from UC Berkeley and holds accreditations from Duke University and UC Berkeley on Behavioral Science and Positive psychology. Her work applying Behavioral Science in marketing & growth is regularly featured on Forbes, INC. & the Huffington Post. She’s on the board of Entrepreneurs' Organization (EO) San Francisco, and a guest lecturer at Stanford.

You can follow Shirin on Twitter @ShirinOreizy

Nick Mason
CEO and Founder at Turtl

Nick is CEO and Founder of Turtl, a content platform that helps brands get read. After spending time with psychology professors at the University of Oxford, Nick realized the way businesses communicate online is at odds with how our brains work. In a world of too much information and too little time, Nick founded Turtl to help commercial teams hold attention and forge deeper relationships. An experienced and multi-faceted leader, Nick has led Turtl to transform digital content for the likes of Cisco, Bloomberg, and Allianz. He speaks regularly on the topic of psychology in sales and marketing content.

You can follow Nick on Twitter @NickMasonSays

Stephanie Stahl
General Manager at Content Marketing Institute

As General Manager of CMI, I lead the brand’s event and digital operations – and get to work with the best team on the planet! Previously, I served as VP of Content Marketing for UBM’s Technology portfolio, providing strategic guidance on content development, content optimization, audience engagement, and go-to-market platforms for our technology clients. I’ve worked for UBM, which is now owned by Informa, for more than two decades, helping shape new multimedia content and event offerings. I live in the Washington, DC area with my husband and we enjoy spending time taking care of our many pets and visiting our two daughters on their college campuses.

Follow Stephanie on Twitter @EditorStahl