Increasing the relevance of the information shared
Knowing your personas' content and interaction preferences can help you improve your content strategy to get the right message to the right people at the right time.
Increasing the impact and effectiveness of sales and marketing
Persona definitions and buyer journey analysis help you align your sales and marketing organization, implement (internal) improvements, and ensure that the fence between sales and marketing disappears. Sales and marketing now agree on what leads are, where they are, and how they move. As a result, the leads that marketing delivers will be of much higher quality, which increases the impact and effectiveness of sales. The endless (and very frustrating) discussion in which marketing is accused of “delivering lousy leads” and sales is accused of “closing too few deals” will therefore be held less often (and hopefully not at all).
By analyzing buyer journeys and personas, you can help the business as a whole move forward. For example, think of a targeted market research, where you look at the ' total addressable market ' (the complete fishing pond) from the personas. Compare that with your current database and you can make a GAP analysis with which you immediately see who you can still reach. This gives you a starting point to develop a strategy to close that 'GAP'.
In practice, this could be anything. If your GAP analysis shows that you need to set up a series of complex multichannel campaigns, then you can do that. But the golden egg could just as easily be that you put someone in a life-size banana suit on the corner of the street with flyers. Anything is possible. As long as you first learn what the 'gaps' are.
Track journeys and personas as a tamagotchi
I recommend you to consider journeys and guatemala phone number personas as living organisms or at least as Tamagotchi (all the 80s & 90s kids wake up now). If you don’t keep feeding it, maintaining it and giving it attention, it will die or (even worse) turn into a monster. Imagine that your entire content marketing strategy is based on the products of journey and persona research that you did years ago. This is increasingly less aligned with the actual (current) situation. This means that your content will also become increasingly less aligned and therefore less effective (or even so outdated that it misses the mark, with possible reputational damage as a result).
Ongoing maintenance is not practical, simply because it would mean spending (surely scarce) time and resources on it. Depending on the volatility of your customers, market, etc., you can estimate how often you will give the Tamagotchi attention again. In general, I recommend doing this every 2 years. This does not necessarily mean that you perform a completely new study, but that you do conduct some 'validation interviews' with internal and external people (prospects, customers and ex-customers). Depending on the outcome of these interviews, you can estimate how current your journeys and personas still are and whether or not you need to do deeper research.