So here’s the thing. While today’s buyer personas generally aren’t as useful as most of us would like to believe, they are a good starting point.

I’m not advocating that we get rid of buyer personas, but rather that we rethink our approach to them. Instead of getting caught up in all kinds of details about our buyers that may or may not actually matter, let’s focus on the one thing that actually does. I’m talking about understanding the various triggers that cause people not only to engage with your company, but also to make a purchase.


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