Reach 2025: Intent, Demand and the Modern Attention Economy

Competing on Personalization

Presented by

David Edelman, Executive Advisor & Senior Lecturer (Harvard Business School) and John Steinert, CMO (Informa TechTarget)

About this talk

In a recent episode of Informa TechTarget’s B2B Content Brilliance series, former Aetna CMO and now Harvard Business School lecturer David Edelman shared his playbook for using personalization for competitive advantage at scale.

In this follow-up session, David joins Informa TechTarget CMO John Steinert in a candid conversation to further unpack:

- Evolving personalization concepts and why this matters in competitive markets
- How AI technologies are transforming expectations and possibilities in B2B
- Practical recommendations for organizations at any stage of their personalization journey

Whether you’re a leader conceiving your strategic roadmap or a practitioner seeking tactical guidance, you’ll come away with actionable steps for improving your competitiveness going forward.

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