To be successful in marketing, it is essential that a company has a clear understanding of who its customers are. This is done through the use of customer personas, which are representations of an individual customer and their needs. Customer personas also predict how a customer might react to specific marketing campaigns. However, creating personas can be challenging, and often businesses forget to implement their customer personas in their marketing strategy after creating them.

Meanwhile, buyer behaviour is the process by which consumers make purchasing decisions. Understanding how a customer behaves when they are going through the buying process is one of the keys to increasing the success of your marketing campaign. 

Welcome to Part 1 of our conversation about customer personas and buyer behaviour.

In this episode, Sally and Sam discuss building customer personas, the challenges of customer personas and mistakes marketers often make when using them. 

We'd love to hear your thoughts and experiences, so please share! Tweet us at @meanderspod, message us on Facebook, or email meanderspod@gmail.com

Marketing Meanders is hosted by Sally Green, Partner at YMS and Senior Marketing Consultant, and Sam Birkett, founder of Amiable Marketing and Specialist Marketing Consultant.

Sally Green:

I am an experienced marketing consultant who loves helping people plan and implement successful strategies, creating campaigns that both strengthen the brand impact and increase revenue streams.

Working with me will give you a proper understanding of what does and doesn’t need to be done, how you can measure your success and how to get the best return on the effort you put into your marketing. Working with both large organisations and SMEs, I will help you set achievable goals, create a strategy and develop sustainable marketing plans that will show positive returns on your marketing effort.

I specialise in higher and executive education marketing strategy, and operational and tactical support. Specialisms include LinkedIn lead generation and conversion campaigns, Persona and Proposition development, Content strategy, Webinar, Interview, Podcast and Video creation.

My consultancy works with institutions and organisations both in the UK and internationally, and over the last 16 years, I've been fortunate enough to work for world-leading organisations.