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Using Personas to Drive Better Campaigns

Many b-to-b organizations are adopting a persona-based approach to marketing and sales to achieve audience-centricity. Operationalizing personas into campaigns requires deep buyer insights with a detailed understanding of how the buyer wants to buy. Portfolio marketing and demand creation need to collaborate closely when leveraging buyer insights in demand programs. This webcast replay provides an overview of how to align campaigns, personas and the buyer's journey and how buyer insights are used for program planning.
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