Best Practice Report

Connecting Personas To Contacts In The Database

January 1st, 2018

Summary

For B2B marketers, parsing various personas in a contact database can be difficult, often because they don’t know how to distinguish them or because the contact records lack the required data quality. Marketing operations leaders must implement a tagging process to help the organization connect personas to contacts to drive more efficient and effective demand creation and customer marketing activities. In this report, we describe why tagging personas to actual contacts is important, explain how to identify critical persona details, and outline options for persona assignment.

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