Not Enough Traffic for A/B Testing?

Here’s How VodafoneZiggo Scales Personalization Anyway

📉 In B2B marketing, low traffic volume is often a CRO killer. But that hasn’t stopped VodafoneZiggo from building a smart, insight-driven personalization engine anyway.

In the latest episode of the Hello $Firstname podcast, I had the pleasure of speaking with Daniel Granja Baltazar, CRO Specialist at VodafoneZiggo, about how his team is rethinking Conversion Rate Optimization and Personalization in a B2B context—where statistical significance isn’t always an option, and complexity is the norm.

Daniel shared how qualitative research, from customer interviews to service center conversations, plays a central role in shaping the personalized customer experience. The transcripts and insights collected feed directly into the Personalization Layer—alongside behavioral data—and are then activated across web and email touchpoints.

🔍 Key Insights from the Episode

🎯 Why qualitative research is the backbone of B2B CRO With limited traffic and massive variation in the SME segment, Daniel's team relies heavily on qualitative methods—interviews, feedback loops, and even in-person time at customer service—to shape hypotheses and content strategies.

🧠 From assumptions to insights: how interviews feed content strategy By analyzing common misunderstandings and recurring questions, the team uncovers "invisible friction" in the journey—then translates that into smarter, simpler content that helps guide customers toward the right solution.

📬 Lifecycle content that prevents service calls Many of the best content ideas come directly from the call center. Proactive outbound emails that answer questions before they’re asked can save thousands of service hours—and create a better experience in the process.

🌐 Personalization in B2B is about people, not just companies At VodafoneZiggo, they’re working toward tailoring content not just by segment or industry, but by the individual’s role, preferences, and behavior—whether that’s a founder, an IT manager, or someone else entirely.

🤖 Generative AI as a CRO co-pilot Daniel also shares how their internal GPT instance helps summarize interviews, categorize feedback, and analyze large sets of qualitative data—saving time and enabling faster learning.

🔗 How It All Connects to the CX Layers

Daniel’s approach aligns beautifully with the CX Layers framework—with qualitative insights feeding the Content Layer, behavioral signals informing the Data Layer, and personalization being orchestrated across inbound and outbound channels.

It’s a great example of how Experience Optimization in B2B isn’t about volume—it’s about relevance. And sometimes, it starts by just sitting down and listening to your customers.

As always the episode is based on Rasmus Houlind's book ’Hello $FirstName - Profiting from Personalization’ and in turn the Content Crisis Manifesto.

The Content Crisis Manifesto can be downloaded here.

The full book is available in print and kindle and can be bought here (or your local amazon in case it doesn't work...)

An written abstract of the book can be downloaded here.

The full audiobook can be downloaded here (courtesy of Agillic).

All models and illustrations from the book can be downloaded here.

Book me for a presentation, meeting or talk here!

In this special episode of the Hello $Firstname podcast, I had the pleasure of speaking with Ronald Griffin, CEO and co-founder of SEEN.io—a trailblazer in personalized video content for marketing.

I first met Ronald at Dialogkonferansen 2024 in Sweden, where his powerful presentation on Generative AI and video creation left a lasting impression. He introduced the now-famous phrase: “That’s cute, but so what?”—a challenge to all marketers using AI to move beyond creating visually impressive content and focus on making it meaningful.

In this episode, we dive deep into how personalized video fits within the Content Layer of the CX Layers framework. Ronald shares how SEEN is helping brands like Norsk Rikstoto, Nespresso, and Carrefour deliver videos that not only grab attention but also drive real business outcomes like customer engagement and retention.

🎯 The Content Layer’s Power in Personalization We explore how the Content Layer—especially through video—can elevate personalization strategies, creating more emotionally resonant and memorable customer experiences.

📊 Personalized Video That Delivers Results SEEN’s work with Rikstoto shows how incorporating personalized video into onboarding flows lifted 29-day repeat business by 37%—a clear sign that well-timed, data-driven video makes a difference.

🤖 Generative AI: Streamlining Video Creation Ronald discusses how Generative AI is making it faster and easier for brands to produce, update, and repurpose video content without sacrificing brand guidelines or quality.

🚧 The Challenges of Personalized Video at Scale From brand consistency to data privacy, Ronald shares the hurdles enterprises face in adopting AI-driven video solutions—and how SEEN is overcoming them with innovative tools and processes.

🚀 What’s Next for Personalized Video? Could creating a personalized video become as simple as sending a personalized email? Ronald believes that with the rise of AI-powered tools, video personalization at scale is closer than we think.

Marketers have long focused on data for personalization—but the power of personalized video is often overlooked. As Ronald points out, video uniquely captures attention and emotion in a way static content simply can’t.

With Generative AI making personalized video more scalable and cost-effective, this content format is poised to become a game-changer for brands looking to stand out and foster deeper customer connections.

As always the episode is based on Rasmus Houlind's book ’Hello $FirstName - Profiting from Personalization’ and in turn the Content Crisis Manifesto.

The Content Crisis Manifesto can be downloaded here.

The full book is available in print and kindle and can be bought here (or your local amazon in case it doesn't work...)

An written abstract of the book can be downloaded here.

The full audiobook can be downloaded here (courtesy of Agillic).

All models and illustrations from the book can be downloaded here.

Book me for a presentation, meeting or talk here!