Through the power of personalization in Sitecore, you can target customers based on their personas and provide your customers with relevant, targeted content. In this session, we'll break down in great detail, what multi-layered personalization in Sitecore means, and how your organization can produce a magnetic effect around the marketing communications to attract your customers. If you as a developer want to learn how to create this effect for your marketers, this session is for you. In this session, I'll demonstrate an inside-out technique for creating multi-layered personalization with three levels of personalization feature that Sitecore provide. We will see how to utilize the Sitecore rule engine to develop custom segmented or marketing automation custom listeners rules and then perform the component personalization in EXM editor and create custom tokens in emails to target a perfect blend of personalization to the end customer.