What is a Buyer Persona?
Spend enough time talking about someone in marketing, and you are bound to hear the phrase “buyer persona” – that magical and mythical unicorn of the marketing world.
Marketing teams devote time and energy to constantly revising and studying their “buyer persona.” Some companies call them a customer persona, or marketing persona, or even target persona, but they are all the same thing. They’ll insist that with the right combination of persona details and data every marketing effort will click, delivering astounding results.
The problem for many businesses is that sales and marketing aren’t using the insight and lessons from the buyer persona. They create a persona, but quickly fall back to the tried and true marketing strategies they know and love.Read More