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How Personas Contribute to Segmentation Strategies

You’ve created personas and mapped them to engagement cycles. Now it’s time to create the most relevant engagement plan you can to help prospects choose to buy from your company. This is where segmentation strategies come into play. Personas drive segmentation by helping you to focus your efforts on specific groups of buyers with similar roles and objectives. The goal of segmentation is to reduce the effort for buyers to self-select to engage with your content and expertise. This course will help you understand the different types of segmentation and how each one will impact the story you decide to share and the approach your content marketing strategy should take to be most effective.

  • Using personas to define segmentation
  • The role of segmentation in content planning
  • Determining the value of channels and formats for various segments
  • Overlays – when segments cross over and why they should
  • Using Cliff Notes for segment content to inform sales enablement processes

Audience Development
Location: Date: Time: - Ardath Albee