Putting B2B Buyer Personas Into Play

Presented by

Ardath Albee, B2B Marketing Strategist

About this talk

In a “know your buyer” world, more B2B marketers are creating personas. But then what? Personas are often treated as a checklist item when they should be actively used as a tool that plays a vital role for informing the relevance and engagement potential of your content strategy. In this session, Ardath Albee, author of eMarketing Strategies for the Complex Sale, will show you the components you need to create valid and usable personas and how to use personas to improve marketing program performance once you have them. You’ll learn about: •Roles that personas play for content strategy •How personas can drive engagement •Identifying overlays that can be used to create conversations •Why personas can shorten time to sales

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