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In the dynamic world of product marketing, understanding and leveraging the right KPIs is crucial for success. Here's a concise guide to the essential KPIs every marketer should focus on: ✅ Customize Reports: Tailor reports to highlight the KPIs most relevant to your client's goals. ✅ Visualize Data: Use charts and graphs for a clear, impactful presentation of trends and metrics. ✅ Contextualize Numbers: Explain what the KPIs mean in terms of business impact and strategic decisions. ✅ Benchmark Against Competitors: Show how your product stacks up against others in the market. ✅ Offer Insights and Recommendations: Use KPIs to provide actionable advice for future marketing strategies.

Leverage persona data to segment your email list. Group subscribers based on shared characteristics and interests. Tailor email content and offers specifically addressing the concerns and motivations of each segment. You create separate email segments for "Delivery managers" and "Technical Lead" The content for "Delivery Manager" might focus on time-saving features and productivity hacks, while the content for "Technical Lead" might delve deeper into product integrations and advanced functionalities.

Try a 3 segment approach: 1Implement dynamic content within your emails to personalize the messaging further based on each persona's interests and behavior. For instance, if a subscriber has previously shown interest in budget-friendly products, prioritize showcasing discounts and promotions in their emails. 2) Use A/B testing within each persona segment to optimize email content, subject lines, and calls to action specifically tailored to their preferences and behaviors. 3) Consider employing marketing automation tools to streamline the segmentation process and deliver timely, relevant emails to each persona segment without manual intervention.

Personas can guide everything from design elements to copywriting choices when optimizing landing pages. By understanding different personas' motivations and pain points, you can create landing pages that speak directly to their needs and preferences. For instance, if you're a software company offering project management tools, your landing page for the "Small Business Owner" persona might highlight cost-effectiveness, ease of use, and scalability. Meanwhile, the landing page for the "Enterprise Manager" persona could emphasize features like advanced analytics, security, and integration capabilities. Tailoring each landing page to its respective persona increases relevance and engagement, leading to higher conversion rates.

Using personas to fine-tune landing pages can significantly lift conversions. For instance, with a digital accolade product targeting ambitious entrepreneurs, we customized a landing page that underscored the accolade's prestige and networking benefits. This tailored approach directly catered to the entrepreneur's aspirations, markedly improving conversion rates. The insight? Personalizing landing pages based on customer personas enhances relevance and persuasiveness, leading to greater engagement and success.

Value Proposition Hero: Craft messaging that resonates with each persona's needs and desires. Email Segmentation Wizard: Segment your list for targeted campaigns that hit the mark. Landing Page Architect: Design pages that speak directly to each persona's motivations. Social Media Strategist: Create content tailored to each persona's interests and preferred platforms.

Putting yourself in the shoes of each persona, imagining their daily life, helps not only to refine your content but also to identify better the time slots when your target will be most receptive to your messages, whether by email or on your favourite social network. Thanks to ChatGPT, we can analyse email accounts - Google, for example - in such detail that we can gather invaluable information about our target's preferred style - academic, friendly, etc. - as well as their preferred words.

Each social media platform has it's own persona. Breaking down which channels your audiences frequent you can tailor your content strategy to fit the style of content consumption of each platform. For example: YouTube is geared to more middle to long form content where that audience are more amenable to in-depth content vs Instagram where you would tailor the content for aesthetics, quick and short form content... etc.

By using specific personas can help you build a better marketing plan in the long run. Therefore, from the customer reaction, you can identify their needs and you offer the right communication to the right groups of prospective consumers.

Using personas to run A/B tests is crucial for campaign optimization. For example, let's say we have two personas: "Busy Jack" and "Tech-savvy Tina." We can create two versions of an email campaign - one with a concise message for Jack and another with technical details for Tina. By analyzing performance metrics like open rates and click-through rates, we can determine which version resonates better with each persona. This data-driven approach helps refine messaging and targeting, leading to more effective campaigns.

A/B testing is like a digital duel, pitting two versions of your content against each other to see which one wins. It’s a powerful tool to refine your campaigns, whether you’re tweaking an email, a webpage, or an ad. But deciding what changes to make can be tricky. Enter personas. With personas, you get insights into what might appeal to different customer types. For a corporate manager who dislikes taking risks, you might test various forms of social proof. Do testimonials or case studies make them more likely to trust you? A/B testing guided by personas helps you uncover what really resonates with your audience.

Perhaps I'm taking the title of this article too literally, but none of these uses of marketing persons are particularly "creative", but are instead fairly conventional. Remember that personas have limitations. They're based on stereotypical behaviors by default. eCommerce is rapidly evolving towards more granularly refined strategies that leverage hyper personalized experience delivery, not just CX based on segmentation. The goal should be a seamless, consistent, continuous customer journey that honors consumers as unique individuals. Much easier said than done, particularly as business scales. Personas are great for narrowing down your ICP, but don't lean on them too much for retention. Get more personalized once a customer converts.

An additional note of caution on using personas in marketing campaigns: human behaviors are complex. Hence, oversimplifying customers into rigid personas can be problematic. The context in which personas are used need to be considered to avoid confining customers to predefined categories. For instance, a high-value frequent business traveler may exhibit different behaviors when planning a personal leisure trip. In this case, travel and hospitality businesses should tailor their marketing strategies based on these contextual nuances. Utilizing a knowledge graph can aid in mapping related personas and their associated contexts, enabling a more nuanced understanding of customer behavior.

There are not so many people that want to be categorized into a specific persona, but those would like to be handled as an individual one-by-one. So, I often use persona report to initiate the discussion with the customer who and what he/she is. The latest technologies may categorize those response. Then, push out the value proposition for each group.