Prioritizing Personas as an Investment in Building a Comprehensive Lifecycle Framework

A session by Adria Fischer
Director of Customer Marketing, Sovos

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About this talk

The key to engaging existing customers is an investment in developing robust and dynamic customer personas. Specifically, focus on how your personas interact with the vendor and/or solution; how they engage (e.g. communities, events, webinars, email, etc.); knowing what they need; and, more importantly, knowing why they matter.

It’s the role of the customer marketer to gather insights and extrapolate why each persona matters because they all do — whether the persona is an end-user or a decision-maker. Knowing your personas, continuously researching, interviewing, and validating your personas is essential to developing meaningful and relevant multi-channel content. It also ensures the content you create will resonate and you’re delivering the right message to the right person at the right time using the right medium.

Said another way: You’re communicating a timely and relevant message to the correct person at the optimal time using a delivery channel that garners a high success rate.

Key takeaways:

  • Why customer personas differ from buyer and user personas

  • How customer personas should be leveraged across the customer lifecycle

  • Four steps to get started and make personas a priority

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