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All related (34)
Mary (Shirley) Sheehan
Head of Lightroom Product Marketing at Adobe September 14
Firstly, know that there are ranges of budgets to create buyer personas depedning on if you go with an agency or do them in-house. I’ve worked for a company where we paid $100K to an agency to make bu
Vanessa Thompson
Senior Director, Product Marketing at Twilio December 3
Personas are the way you bring segmentation and targeting to life by understanding what ‘motivates’ the buyer. If you don't have a good sense of the motivators, needs, and wants of your buyer, then i’
Jameelah Calhoun
Global Head of Product Marketing at Eventbrite | Formerly Amazon, Ex-AmexMarch 10
Your leadership will be focused on the ROI of the budget and time spent developing personas. The most salient metric for these exercises will be customer acquisition costs. I would look at trends in c
Jennifer Kuvlesky
Director of Product Marketing at Snow Software November 17
Understanding your buyer persona, and their priorities will help you better understand your ideal customer profile. Your marketing team does not want to waste $ on generating leads that go no where, a
Sherrie Nguyen (she/her)
Director of Product Marketing at Indeed July 29
I'd say, start asking questions, especially of the leaders and sales team. Depending on the answers, you may have a really good start to building some personas already. Or you may validate that you do
Greg Hollander
VP of GTM & Strategy at Novi December 21
As they say, the proof’s in the pudding. If you work with folks who don’t see the value, it’s only once you get people using them and benefitting from them that they’ll be asking for more.  In general
Madison Leonard 🕶
Product Marketing & Growth Advisor at | Formerly ClickUp, Vanta, DreamWorks AnimationJanuary 19
This really depends on the leadership team and company culture. Some organizations have a culture of "execute and iterate" first, whereas others will like to be more throughout from the beginning. Thi
Savita Kini
Director of Product Management, Speech and Video AI at Cisco April 19
In the Enterprise B2B space, my experience has been the scrappy way. Mostly because I prefer to do it myself, by collaborating with product management and saless. I might spend $$ (if I have) to eithe
Feng Hong
Global Product Marketing Manager at TikTok July 22
There's a lot of reluctance around investing in buyer persona research that comes from a "so what" sort of experience in the past. You're going to have to establish what you want to accomplish with th
Daniel Palay
Head Of Product Marketing at 3Gtms February 14
First off, full disclosure, this is what I do for a living, so it is difficult to answer this in a way that is neither biased nor self-serving.  With that out of the way... Step one, start by being
Zachary Fox
Director of Product + Customer Marketing at Resultados Digitais November 16
We just finished our company’s first true Personas project and took clear steps to convince many teams that have never worked with personas before. The most important of which was to call a meeting, p