According to a recent McKinsey & Company report, 71% of consumers expect personalization and 76% get frustrated when they don’t find it. Like it or not, personalization is a norm and it’s here to stay. So it’s key that marketers learn how to make that personalization meaningful, In this solo episode, Ethan walks through a real A/B test which added personalization yielded lower touchpoints to a prospective customer, doubled overall response rate and increased lead conversion. He also covers: What are some specific personalization tactics customers expect? Why every B2B buyer is also a B2C buyer Why the word personalized and personal feel so different How personalized video messaging can provide better context to a situation by targeting more sensory and emotive opportunities What are the three characteristics of moments that are improved with a video message compared to traditional digital communication?     More information about Melissa Gratias and today’s topics: LinkedIn Profile: https://www.linkedin.com/in/ethanbeute/ Company Website: https://bombbomb.com/ Other Relevant Links: https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying Jamming with Janny: https://www.youtube.com/playlist?list=PLfFiN5kcgGUHZMpzPsIs2ZE2BAq9xARbe Dear {first_name}: https://bombbomb.com/dear-first-name-film/ Human-Centered Communication: https://bombbomb.com/book/human-centered   Subscribe, listen, and rate/review the Customer Experience Podcast on Apple Podcasts, Spotify, Amazon, or Google Podcasts, and find more episodes on our blog.