This episode of the 'Hello $FirstName' podcast consists of an audio book chapter, namely Chapter 11:  PERSONALIZATION IN MARKETING AUTOMATION Value creation in marketing automation Segments and content feeds are secondary in marketing automation For marketing automation, consider value over the long term The three primary value drivers of marketing automation Increased top line – retail Increased top line – subscription Decreased customer churn Cost savings Beyond sales – chasing the Next Best eXperience  What are the most effective flows? Maturity levels for Marketing Automation The full book is available in print and kindle and can be bought here. (or your local amazon...) An abstract of the book can be downloaded here. All models and illustrations from the book can be downloaded here.