For today's marketing and sales teams, personalization is essential to bringing in customers and gaining loyalty. So how can you personalize in a way that's effective, efficient, and doable? Drift VP of Content & Community Mark Kilens and Pavilion VP of Marketing Carly Pallis say it's all about targeting the market segments that are most important to your business, starting small, and harnessing the power of tech to take strategic steps that enable sales and marketing teams to personalize campaigns with laser focus.