Buyer personas are a powerful tool. Using buyer personas, marketers can create impactful value propositions and relevant and differentiating content. While traditional messaging is offering- or company-centric, personified messaging is buyer-centric.
Crafting usable and effective buyer personas, is no simple task. More challenging still, however, is actually using them in the field to support compelling content and campaigns. Even when marketing and sales organizations make the commitment to persona-based campaigns, a number of steps are required to bring the insights from persona research and development to life.
A marketing executive at a global professional services firm describes the challenge:
“If...