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June 5, 2013
By Ryan Malone
When done well, buyer personas give you insights into the way your customers think and act. This information is priceless, but a surprising number of marketers do not take the time to develop buyer personas.
Even the smallest business can benefit from interviewing customers and creating profiles for the various consumer types that most frequently make purchases. For those businesses that use inbound marketing to generate new leads, creating buyer personas is essential in developing a campaign strategy.
Virtually every decision you make when creating inbound marketing campaigns should take personas into account.
How do you use personas in your inbound marketing strategies?
About the author
Ryan Malone is the founder and Chairman of the Board of SmartBug Media and is a veteran of Deloitte & Touche, Seagate and several venture-backed technology companies. When he's not leading SmartBug and helping clients build high-octane marketing organizations, he's loving his wife and daughters and unsuccessfully learning the guitar. Go Terps! Read more articles by Ryan Malone.