Resist the Tyranny of the Persona: Create Audience Profiles that Make You a More Effective Marketer
Customers are the disruptors. No one will click on your link, subscribe or buy what you're selling if they can’t be convinced you get them and can help with their goals. A deep understanding of your audience is crucial to the success of any marketing you do.
You have a lot of great resources to build robust audience profiles, but you wouldn’t know it looking at the tools most people use. Typical go-tos like personas and segmentation create more problems than they solve. To really understand what motivates people to buy or stops them from taking action, you need a new approach.
After this interactive session, you will be able to:
- Avoid the harmful biases and lazy assumptions built into the audience profile templates and tools you use every day
- Use a range of research methods to gather the audience insights you need to create marketing that stands out and gets noticed
- Create an inclusive audience profile that helps your company understand why customers buy and use products and services and gives everyone a single source of truth about your audience
- Translate your audience profiles into impactful marketing
If you are a marketer at any level frustrated with traditional approaches to making sense of your audience and are looking for more innovative and effective ways to move the needle, this session is for you!