This article originally appeared on the Evergage blog. Persona-based marketing is a practice that has been trusted by businesses for decades. Traditional research firms have relied on buyer personas to plan target markets, craft advertising plans, and drive the development of new products. Personas are the reason why today’s biggest companies have evolved to become what they are today — if you’re in the B2B world, you’re probably working with several companies that rely on this customer analysis technique. The challenge with persona-based marketing, however, is that it doesn’t solve the same business problems that it has in the past…
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