Turning Persona Insights into Content and Campaigns: Leveraging Buyer Personas—Part Three

  • Author(s) Anna Whiting, Julie Schwartz
  • Published June 29, 2017
  • 10 Pages
  • Category Content & Communications, Sales & Field Enablement, Hot Topics
  • Type Member Research
  • 10 Pages
  • .PDF Format

The value of buyer personas is only as good as the messaging, content, and sales engagement that they spawn. Gaining full value from your personas, assuming they are well-developed and actionable to begin with, requires a well-organized approach to create and execute on persona-based content strategy and campaigns.

Once you have gained buy-in to the persona-based approach and completed your buyer persona primary and secondary research, there are five things you need to do to develop and execute effective persona-based campaigns:

1. Map the buyer’s journey

2. Develop your content strategy

3. Create core messages

4. Produce content, tools, and training

5. Integrate personas with marketing automation…gradually

This Update is the third part of a three-part series on Leveraging Buyer Personas. See also Part One on Crafting Buyer Personas, Not Profiles and Part Two on Moving Personas Off the Shelf.

This document is available at a reduced rate to employees of an ITSMA member company. It’s also available for sale to non-members.
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Account-Based Marketing Brand & Reputation Buyer Personas Customer Success Thought Leadership