Best Practice Report

Taking A Persona-Based Campaign Approach

January 1st, 2018
Craig Moore, VP, Principal Analyst
Craig Moore VP, Principal Analyst
Paul Ferron, VP, Research Director
Paul Ferron VP, Research Director

Summary

B2B marketing campaigns achieve better results when their themes, programs, and tactics are aligned to buyer personas and needs. Persona insight is a key input that helps marketers address audience needs and preferences in campaign messaging and tactics. In this report, we focus on how portfolio marketing leaders can apply buyer persona insights throughout the campaign planning and execution process to create campaigns that resonate with target audiences.

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