Step 3 of Moments Based Marketing Series (Webinar Recap 🎥) | Content bottlenecks? We all know the feeling.

We’re officially halfway through our Moments-Based Marketing series— and each step has been building toward this one. 

Step 1 gave us the data. Step 2 reimagined our journeys. And now—Step 3—introduces the layer that brings personalization to life: ✨ content that can scale. Because even with rich data and smart, adaptive journeys, everything collapses if the content can’t keep up. In Step 3, we dug into the one thing every marketer wishes they had more of: content that scales without burning out your team.
 

Betty Rangel (Senior Product Marketing Manager, Movable Ink) and Robert Biehn (Senior Solutions Architect, Iterable) showed how Iterable + Movable Ink turn modular content and real-time data into personalization that actually keeps up with customer moments—instead of slowing them down. They also highlighted how NHL built a personalization engine that adapts instantly to game moments, fan behavior, and real-time signals.

“If you cant’t find it [content] , you can’t scale it.” — Robert Biehn

Key Takeaways

• Modular content unlocks scale
  Instead of creating endless variations, build modular building blocks that you can reuse everywhere. Snippets, Templates, and Catalog let teams break content into reusable blocks so personalization feels fresh—without recreating everything from scratch.
   
• There’s a recipe for scalable personalization.

  Betty and Robert broke down the three must-haves:

  • Asset Management – a clean, central home for creative so teams can find, update, and reuse assets.

  • Content Library – reusable modules (CTAs, headers, grids, pricing panels) that plug into any journey.

  • Taxonomy & Structure – metadata and naming that tell automation and AI what content is, when it should be used, and who it’s for.
     

• Data only works when content can keep up.
  Even the best signals and journeys fall flat if content is slow or manual. Modular systems let teams personalize quickly without duplicating work.
   

• Real-time creative elevates every moment.
  Iterable + Movable Ink help content adapt at the moment of engagement, using behavior, context, and preferences to stay relevant.
   

• Personalization maturity varies — but bottlenecks are the same. (Poll insight folded into a real takeaway)

  • Most attendees sit in behavior-triggered or basic demographic personalization, and the biggest blocker was clear:

    • applying data and insights to creative, followed closely by

    •  “All or many of the above.”

  • This reinforces why a strong content foundation matters.
     
• Adaptive creative beats static campaigns.
  When content can flex based on who a customer is and what they’re doing right now, every touchpoint becomes more relevant—without multiplying your workload.

Replay & Resources

• 🎥 Watch the full replay to see how marketers can move from content bottlenecks to scalable, modular creative that personalizes itself in the moment.