Buyers increasingly expect relevant, personalised experiences. Yet many B2B organisations find it difficult to deliver personalisation consistently and at scale. As expectations for relevance continue to rise, marketing teams face a growing challenge: how do you personalise effectively without increasing complexity, cost and resource demands?

This session explores how to operationalise personalisation by building the frameworks, processes and content models that make it repeatable, sustainable and effective. Whether supporting strategic ABM programmes, account engagement or broader marketing activity, delegates will learn how to scale relevance without scaling complexity. Drawing on real-world experience within
complex global B2B organisations, Laura Rafferty shares practical lessons learned from transforming personalisation from a series of one-off initiatives into a repeatable and effective way of working.

Attendees will discover how governance, content design and AI-enabled tools can work together to help teams deliver more relevant customer experiences while maintaining consistency, quality and trust. Rather than focusing on technology, the session will demonstrate how the right operating model enables marketers to maximise the value of existing content and create meaningful customer engagement at scale.

Delegates will leave with practical approaches they can apply immediately, regardless of team size, structure or budget.

In this session you'll learn:

• How to build a scalable framework for personalisation
• How to maximise the value of existing content assets
• Where AI can accelerate personalisation without losing human authenticity
• How to make personalisation sustainable across teams and budgets