September 26-28, 2023
Washington, D.C.
September 26-28, 2023
Washington, D.C.
Use the filters to find the speakers and sessions that present solutions to your greatest content marketing challenges and plan your personal CMWorld experience.
Note that rooms do fill up and seating is first come, first serve, so arrive early to sessions that you would like to attend.
The Path to Personalization Ain’t Pretty: The Life and Times of a Marketing Executive on a Mission
Ron Zwerin (Executive Vice President, Marketing, Communications & Brand Strategy, National Multiple Sclerosis Society)
Location: Room 147B
Date: Thursday, September 28
Time: 2:45 pm - 3:25 pm
Pass Type: All Access Pass, Main Conference Plus, Main Conference, Digital Pass - Get your pass now!
Audience Level: Intermediate
Conference Theme: B2C
Session Type: Session
Track: Big Ideas
Vault Recording: TBD
Audience Level: Intermediate
The world is full of diverse people with different interests, desires and motivations. As a result, personalization marketing is where many brands are going –– or trying to go.
When it comes to building and scaling personalization marketing, getting started (and knowing where and how to start) is the hardest part of the process.
In this session, Ron Zwerin, EVP of Marketing, Communications and Brand Strategy at the National Multiple Sclerosis Society will share his personal journey to personalization that includes daunting moments, pitfalls to avoid, lessons learned and jobs to be done when building personalization marketing from the ground up.
Takeaway
• Focus on experiences. Memorable experiences are the Jobs to Be Done.
• Put strategy before structure because technology won’t save you.
• To survive the ride, internal credibility is critical. Be explicitly clear about what you’re going to do, do it, and measure it.