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"Breaking Down Silos" presentation given at Marketing United Presented by Emma 2017.
Most marketers realize the importance of using personas to better understand their audiences and create more targeted content. But too often, those personas are created once and placed on a pedestal to be revered, rather than questioned or updated. That leads to marketing toward an ideal rather than to reality. It's time to consider a new, more iterative approach to building and using personas.
In this presentation, learn how to pare back personas to the essentials. You'll discover that by doing this you get to market faster, as well as create more effective content. He'll provide you with the tools you need to create usable personas today – and improve them over time.
Speaker notes follow the presentation.