Email Humanization

Marketing with Personalization
and Empathy

Thursday, July 30th
12:00 – 1:30 PM PST

Thursday, July 30th
12:00 – 1:30 PM PST

About the Program

Email Humanization: Marketing with Personalization and Empathy is an invitation-only, video-based virtual event limited to 30 marketing leaders from enterprises in California who will convene with three goals in mind:

  • Learn from insightful conversations led by our moderated panel
  • Participate in interactive break out room video discussions
  • Build meaningful new connections with a diverse group of thinkers

About the Content

Personalization has become universally and undeniably critical in marketing — an important element of any effective campaign. As it’s become common practice, personalization has come a long way — automation, AI, predictive analytics, triggers — the list of MarTech capabilities available to email marketers is constantly growing in size and complexity.

The next level of connection with customers and prospects is humanization. As Joseph Pine explains in his TED talk “What Consumers Want,” the customer’s desire for authenticity has become the basis for their decision-making — meaning that brand humanity, personality, consistency across touchpoints, and consumer trust are the ultimate drivers of conversions, purchases, reviews, and referrals.

In this conversation, we’ll explore how to combine data-driven personalization with empathy to build campaigns and follow-ups that move consumers along the customer journey with touches, content, and cadences tailored exactly to their preferences, needs, and experiences with your brand.

Discussion Topics

  • Referencing COVID effectively, and when to avoid the tired ‘new normal’ messaging
  • Adding ‘value’ vs. adding relevant value in each touch to a consumer
  • Personalizing authentically, and when fields and copy are perceived as gimmicky vs. thoughtful
  • Building brand humanity with storytelling, imagery, tone, ‘sender’ personalities, and opportunities for interaction, feedback, questions, reviews
  • Tracking engagement to create a conversation — referencing or accounting for past interactions and purchases in your messaging


Hayley Ferrante
New Business Demand Generation


Nina Butler
Director, Demand Generation
Cathy Chang
Sr. Director, Demand Generation & Marketing Operations
Palo Alto Networks
Jean Chapin
Sr. Director, Customer Experience & Global Partner Marketing
Denise Kaplan
Sr. Manager, CRM & Email Marketing

Event Details


Thursday, July 30th 


12:00 pm – 1:30 pm PST

Attendee Profile

30 marketing leaders from California


12:00PM     Attendees Enter Virtual Event & Welcome Remarks

12:05PM     Video Networking in Breakout Rooms

12:15PM     Panel Discussion

12:55PM     Audience Q&A

1:10PM        Breakout Networking Sessions


Attendees Enter Virtual Event & Welcome Remarks


Video Networking in Breakout Rooms


Panel Discussion


Audience Q&A


Breakout Networking Sessions



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Business Development Institute (BDI) is an award-winning event marketing agency specializing in producing invitation-only, thought leadership driven, custom events on the most impactful topics. BDI’s programs create an interactive peer learning experience while providing a rare networking opportunity for like-minded leaders over a fine lunch.

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