Delivering personalized content is harder than it looks. While a belief that personalization is the way to grab more customers, many companies struggle to deliver that experience. By infusing collaboration and creativity into work management processes, teams can break away from the crowd and do what’s best for their brands. With less time and effort wasted, companies can finally begin to deliver unique experiences to their customers, all while staying true to their own message.

On April 28th, Adobe Workfront virtually gathered a panel of experts to discuss Eliminating Cookie-Cutter Content: Personalizing at Scale with Creative Work Management and successful personalization through branding, collaboration, and streamlining teams to create the best experience.

Here are a few important takeaways from the conversation:

1. Pushing the limits of personalization

When it comes to personalization, Riya Thosar of SAP likes to push the limit of how much differentiation there can be for each customer through templates and content formats.

“It needs to reflect their personality,” she said. “And this is coming from my advertising experience. So, I designed something unconventional, and that’s when I had a pushback from the internal team, but the customer always picks something unconventional that they can relate to.”

2. The fundamentals of diversifying the experience

“Really focus on the fundamentals and the simple things that make the biggest of differences,” JEamonn Glass , of Electronic Arts said. “We often try to jump to some end-state reflected by companies that have twenty years head start on us, and we really need to just start on basic stuff and build on it.”

Instead of trying to move right to where competitors are, trying to move from the ground up in your own process can make all the difference. While it may read slower at first, it will also lead to more diversity in content.

3. Staying ahead of unforeseen challenges

Eamonn discussed the benefits of staying flexible and providing alternative systems when he was posed with a question about an increased workload and producing content at scale. To keep up with the demand, he and his team work to stay ahead of the game.

“We’ve tried to adopt an agile mindset,” Eamonn explained. “That mindset shift has helped tremendously for us to get in front of work and then be more predictable. We make the alternative thing that we’re providing better than the other alternatives and have it be delightful to use.”

4. Collaborating to mix data and product design

After being asked about the challenges of integrating data with personalization, Riya talked about the benefits of working with other teams to create the best kind of user experience.

“There are certain challenges, but I think that’s where the fun part comes in,” said Riya. “I personally feel like it’s collaborating with the product management and engineering to achieve that data and how we can have a seamless integrated experience.”

5. Ensuring the shift from cloud to cloud using outside vendors

“It’s critical to make sure you’re on brand because it reflects everywhere from the logo to the tone of how you communicate,” Riya said. “We have the content team involved right from the beginning, and that helps us create the storyline and the experience.”

When everything is collaborative, the whole team understands each other better, and therefore also understands the brand, which is, of course, created by those who decide together what the brand is and how it should feel.

Curious to learn more about our discussion with Adobe Workfront and our expert panelists? Access the full event content by filling out the form at the top of this page.