The development of buyer personas is a vital part of any marketing strategy. It informs marketers on how to find the right audience and develop the right message. Often times buyer personas are just characters on a poster hanging on office wall.
But can marketers get more use out of buyer personas?
Yes. By creating personas inside reporting systems like the CRM, marketers can measure marketing performance in terms of how well they engaging audiences who fit persona criteria. In other words, personas are no longer characters but real contacts inside your CRM.