Personas have the power to make or break your customer marketing efforts. It affects everything from how you reach out, types of feedback gathering, and which products to focus on for cross-selling and upselling.

Personalization is the magic that turns your business from “just another option” to “the one and only” in your customer’s eyes. What better way to show your customers that their individual preferences and needs are your top priority?

Your persona work is only as good as their uptake. You can spend months on end thoroughly researching your market, and fine-tuning your persona document, but if product marketing’s the only department that ends up using those persona documents, all your hard work’s barely scratching the surface.