Posted by & filed under Part 1 Business in a Global Environment, Part 4: Marketing Management, Part 5 Managing Technology and Information.

Description: Building buyer personas can be tricky — you need a delicate balance between quantitative and qualitative data to get something that’s accurate and useful. You also have to know which information out of all the data in your CRM, marketing automation, and customer support systems will actually be helpful — and which could steer your marketing astray.


Date: May 19, 2015


Questions for discussion:

  • What is meant by the term “buyer persona”?
  • How are they used by marketing managers?
  • What does the report suggest about developing clearer buyer personas?

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