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Buyers personas today are missing two things: depth and context. Ardath and Pamela dive deep into the complexities of building usable personas and then discuss how organizations can define what success is for their content to help drive their marketing teams to truly engage their personas.
$145 billion was spent last year in creating digital content globally, and $116 billion of that - 80% - was wasted on content that was never used. How do content marketers today build better buyers personas that can help them develop content that they're target audience truly needs? And after they engage, what's next?
Ardath Albee is a B2B Marketing Strategist and the CEO of her firm, Marketing Interactions, Inc. She applies over 28 years of business management and marketing experience to help companies with complex sales create eMarketing strategies that use contagious content platforms to turn prospects into buyers.