persona-based marketing for ideal success

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by M. H. "Mac" McIntosh, CBC

Persona-based marketing is part Hollywood and part business analytics. Construct a fictional customer--based on real-life data and intelligence--and then use that character as the touchstone for promotion and selling decisions Mac McIntosh, The Sales and Marketing expert

Introducing our cast

Meet Joe, He's the VP of sales of a down-sizing technology company. Joe is in his early 40s, sports a new iPhone and gets up early to work in a 4-6 mile run while he trains for long-distance races. He prefers to wear turtlenecks and high-priced jeans, donning a suit only when he has to. Joe drives a late model SUV with a booster seat in the back seat for his three-year-old son. He's harried, and worries about the headcount of his sales force. He wants to leverage web services to increase his team's results and reach a related vertical market, but doesn't know where to start.