The Agents of Change Digital Marketing Podcast Developing Buyer Personas That Actually Work with Ardath Albee
Sep 13, 2023
Marketing strategist Ardath Albee discusses the importance of buyer personas in marketing and shares insights on developing effective personas, including the flaws of most persona worksheets, the value of talking to customers, and the process of creating comprehensive personas. Also explores the frequency of updating personas, the use of AI tools, and the importance of starting with one persona before moving on to others.
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Personas: More Than Titles
- Personas are composite sketches of buyer segments with commonalities, not just job titles.
- Understanding their daily lives, cares, and problems increases relevance.
Ditch Generic Templates
- Avoid high-level persona templates; they lack depth and hinder relevance.
- Go beyond surface-level desires like increasing revenue or reducing costs.
Assumptions vs. Reality
- Ardath witnessed marketers making assumptions about buyers without talking to them.
- This highlights the importance of direct customer interaction for accurate personas.