Incorporating Personas Into The Marketing Database

Effective outbound interactions depend on the ability to match persona-based content assets with individual contacts. Determine data requirements for classifying individual contacts by persona and prepare the marketing database to accept this information. If groups of contacts do not have the data required to be identified by persona, an enhancement effort must be undertaken.

Marketers engage in a similar identification process when they attempt to match contacts held within the marketing database to established buyer personas. This process can be straightforward when contact and persona attributes are clearly defined and aligned; otherwise, misidentification can cause communications to be directed toward the wrong people and messages to fall flat. In this report, we describe best practices for applying buyer personas to the marketing database.