Summit US Sessions PMKTG_Automation and Intelligence Buyer Personas and the Data Connection

Build Better Personas Using Advanced Data-Gathering Techniques

Wednesday May 6, 2020 | 11:20 AM - 11:40 AM

Speaker(s):  Katie Fabiszak, Barbara Winters

Track(s): Product Management, Content Leader, Portfolio Marketing

Portfolio marketers are responsible for identifying and understanding the target buyers for their organization. Often, this buyer persona research and development process is mostly offline or manual. This session will provide portfolio marketers with a new way to think about developing and activating personas. Attendees will learn about opportunities to leverage internal and external data, explore the balance between manual and advanced data discovery, and see how to work with marketing and sales operations teams to align targeting efforts and facilitate continuous feedback.

This session will provide the following benefits:

  • Discover how marketing technologies can be leveraged to gather data to support persona work
  • Understand the reciprocal link between persona development and marketing and sales operations
  • Explore the balance between manual and automated data discovery

May 4–7, 2020 | Live Virtual Experience

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