Build actionable, data-credible personas

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 08, 2021, 12:48 PM UTC

Marketers should first identify the problems that require better data about their customers. 

Instead of building buyer personas, then creating products and services to employ those personas and finding the results, brands should identify the problems first and then build actionable, data-driven buyers personas. Marketers should start by identifying what specific software or products/services their target buyers’ use regularly. 

While building buyer personas, marketers should also identify the kind of tasks their potential buyers need to accomplish at specific intervals. They should also consider buyers’ social media preference and media consumption habits. 

Marketers should then implement customer segmentation based on the data collected from internal sources, like email subscribers and analytics, and external sources like audience intelligence data, market-based statistical data and customer interviews. Once segmented, marketers can then put these insights into HubSpot’s Make My Persona tool to build an actionable, data-credible persona. 

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