WHY THEY'RE IMPORTANT
In a world of mass mailing , automation , big data , and conversion metrics , it 's easy to
forget about the personal touch in our marketing activities .
B ut without it , our strategies lose focus , depth , relevance, and—most impor tantly—
optimal RO I . As people wade through more emails , more ads , more touchpoints , and
more data , they 're deleting or ignoring any thing that isn't totally relevant , immediately
valuable, and per fectly timed . As patience wears thin and expectations rise,
personalized experiences help you cut through the noise and reach your market .
An d we can't personalize the experience without personas .
Personas are fictionalized characters that represent the needs , fears , and aspirations
of a specific market segment as they relate to your products and ser vices .
Creating personas forces us to explore the needs of our buyers in greater detail, so that we can
meet and even anticipate those needs. What do they do in a day? What keeps them up at night?
What are their goals, and how can we help them reach those goals?
Replacing vague assumptions or sparse facts and figures with a human face and
stor yline can transform your content , tighten your marketing strategy, empower sales ,
and even uncover profitable new markets .
PERSONAS DRIVE
REVENUE
Companies that
exceed their lead
and revenue goals
are more than twice
as likely to create
personas and use
those personas for
demand generation
than companies that
miss their goals.
3
3 Cintell , U nderstanding B2 B B uyers: The 2016 B enchmark Study.
4
