Steal the marketing tactic direct response copywriters have been using forever

Use it to make even the most boring B2B tech marketing messages reach deep inside people’s hearts & minds.

I hate buyer personas. There, I said it.

Why do I hate them? Because technical marketers cling to them like life rafts in stormy seas.

They base everything on QA Maggie or CISO Jonathan, and then wonder why their content marketing campaigns don’t work.

The real issue with buyer personas is that they’re usually based solely on demographics. That’s not to say that demographics aren’t out of place in a buyer persona. I just think they’re just the foundation of a good Know Your Audience (KYA) strategy.

Why demographics are only a starting point

For B2B tech marketers, demographics will only tell you part of the story. Your audience has multiple people, meaning the ones you’re talking to today might not be the ones actually purchasing your product. Or using it.

So, knowing you’re dealing with mid-sized companies in your chosen industry is good. But diving deeper into…