The Global Marketing Alliance

Tag: personas

Mature companies: what data do you need and how do you get it?

Post author By Robert Howells
Post date 2nd October 2017

Marketing consultant Robert Howells presents the third and final part of his series of articles looking at data strategy and business goals. He has traced businesses from start-up (and discussed data quality being more valuable than quantity), through SMB (examining analytics and scale) and now looks at more established businesses – mature companies’ data and what they should being doing with it as a tactical asset.

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Tags ABM, account-based marketing, B2B marketing, CRM, customer experience, data analysis, data analytics, data integration, data security, data segmentation, data strategy, email, influencer marketing, marketing strategy, personas, programmatic advertising, social listening, telemarketng

Best practice Data Strategy Global Strategy and Management

Leveraging marketing personas: differences between ‘I want’ and ‘I need’

Post author By Lucie Ostrcilova
Post date 7th August 2017

Marketing personas characterise target users or potential customers and sum up all their key information – and segmenting a database by personas has been proven to increase uptake. Here’s how to create and leverage this sales and marketing tool for best effect.

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Tags data analytics, data segmentation, demographics, marketing persona, marketing strategy, personalisation, personas, user persona