Turning buyer persona insights into content and campaigns

The value of buyer personas is only as good as the messaging, content and sales engagement that they spawn, explains Julie Schwartz, ITSMA.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands