Many marketers look to Persona Development as the catalyst to a customer-centric shift in content. Prospects and customers have raised the bar for marketers. They expect us to know who they are and what they need and to deliver compelling content when and where they want it.
The Pedowitz Group (TPG) can create Personas and help your marketing team implement them throughout your marketing strategy. TPG develops a custom approach for your organization built off of the foundation of our best practice process, which has a proven track record.
The Buyer Journey in conjunction with Personas have become a one-two punch. While Personas serve as the foundation, they are rarely constructed and implemented in a fashion that drives a more positive prospect and customer experience.
The most common reasons for this are:
- Improper Development
Far too many marketers create Personas without input or collaboration from members inside and outside of their organization that understand your audience.
- Poor / Missing Data
Without the data to identify who your audience is, it is impossible to develop an accurate Persona profile.
- Too Many Personas
Organizations often think they need a unique Persona for every business unit or product and that simply isn’t the case most of the time.
- Product-Focused Content
Content should be reflective of the Persona and encourage your audience to proceed to the next stage.
- Doesn’t Incorporate the Strategy
Personas are rarely integrated into marketing strategies properly as marketers tend to revert to what they’ve done in the past.
Missing the mark on Persona Development can set your organization back several months and often damage the reputation of your marketing.
TPG’s approach is comprehensive, tested and tailored to your organization. We follow a simple, yet effective approach to Persona Development.
- Tapping into your Organizational Collective Consciousness
- Defining Buying Center
- Developing Personas based on discoverable and meaningful attributes
- Creating a plan for operationalization (or institutionalization)
After the Personas are developed and documented in a fashion that can be shared throughout your organization and partner network, TPG will provide a roadmap as to how your new Personas should be integrated into your marketing strategy. This includes, but is not limited to data remediation, content strategy, campaign strategy (both inbound and outbound) and external validation.
The time to put your prospects and customers first is now, contact a TPG expert today!