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Solving The Persona and Product Marketing Paradox: Engagement Personas

Account-Based Marketing, B2B Marketing and Sales, Buyer Engagement, Closed-loop Marketing, Content Marketing, Inbound Marketing, Marketing Automation, Revenue Architecture, Revenue Growth, Revenue Marketing, Revenue Strategy

More insights for the 85% of B2B marketers who don’t have effective personas!

Mapping out your buyers’ pain and organizing via Pain Maps™ to enable the ULTIMATE Goal: Informing Engagement Personas™.

There are many different perspectives and philosophies on persona development. This makes sense, as they’re the most critical element of creating messaging and informing Message Maps™…then identifying and developing content aligned with the buy cycle…and ultimately validating the various components of a true buyer engagement strategy. In the end, persona development should be defined by how it’ll be used – in terms of purpose and context that will drive messaging, and ultimately content strategy. Other marketers will use it more as a “playbook” of all possible or available buyer insights. I’m not saying either is right or wrong, but it’s why we’ve created a new category called Engagement Personas™.

Read more

May 30, 2020/by John Stone
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