In this episode we interview Matt Dornfeld, Global AI Go-To-Market Lead at Commerce, about using workflow automation and large language models to personalize webinars from registration to recap. He and host Ben Ard walk through the exact systems he uses to turn a “standard” webinar into a tailored experience that actually drives action.
What you'll learn in this episode:
- How to build dynamic registration forms that change questions based on who is signing up
- Simple ways to enrich attendee data so you know who they are and what they care about before they join
- How to send pre-webinar content that feels handcrafted for each segment, not copied and pasted
- Tactics for using LLMs to route questions, draft replies, and power smart follow ups at scale
- Ideas for breaking your webinar into focused breakout rooms so B2B and B2C attendees each get relevant discussions
- How to treat every click, chat message, and breakout as a signal that guides sales outreach
- A lightweight tech stack Matt actually uses: forms, workflow automation tools, and an enterprise LLM setup
- Why “getting your data house in order” matters before you plug AI into your revenue engine
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