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9 HOW TO USE THEM O ne of the biggest mistakes you can make is to create personas and then file them away under " D" for "done." They need to be promoted within the organization and used as a primar y reference for ever y marketing and sales initiative. M ake a point of presenting the new personas internally. E xplain how they were created and how they should be used . Keep them in front of you as you develop or up date your marketing strategy. Integrate them into your platforms , systems , and processes so that salespeople, marketers , and content creators can use them to understand and suppor t the lead lifecycle. S Use personas to refine the key messaging for your company and its solutions . You may find that you need to adapt the messaging to align with the needs of different personas . S Add personas to content creation platforms so that content creators know who they 're writing and designing for. S Use persona data to guide segmentation in your C R M and personalization choices in your systems of action , such as your marketing automation platform . S Load personas into customer experience platforms such as Sitecore to guide seamless prospect and customer journeys across channels such as call centers , social media , mobile, and more. S Use personas to identif y the content themes and distribution channels that are most likely to generate awareness and demand for specific customer segments . S S hare personas with the sales team , and align sales enablement content assets to each persona . 5 O nespot and M arketing Insider G roup, The Personalization Imperative for C ontent M arketing , 2016 . 6 H B R , H ow M arketers Can Personalize at Scale, 201 5 . THE POWER OF PERSONALIZATION 78% of consumers say personally relevant content increases their purchase intent 5 Personalization can deliver 5-8x the ROI on marketing spend 6 Personalization can lift sales by 10% or more 6

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