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Most marketing budget is wasted because they target all and everybody. Most marketers simply do not take the effort to identify their target audience, their buyer personas.
When you know your audience - your buyer personas, than you become able to engage them laser targeted. So you get sure that your message has reached, heard, read and understood from the people you want to reach by investing marketing dollars! This will save you a lot of time and cash in the future and help you to increase your revenue!