market what’s


The city burst element located on the left side of the CBD Marketing logo and the agency website.
Part 3: Developing Customer Personas
June 12, 2020
Developing Customer Personas
Mark Shevitz
Mark Shevitz

This is part three of our series Marketing in the Service of Sales – about how marketing professionals can demonstrate to their sales counterparts and the rest of their organization that they bring real value to the table as an equal partner in the marketing-sales relationship.


More than a mere “target audience”,  customer personas  can provide a deep picture of exactly who has a need for your product – and how best to engage them. When marketing and sales are aligned around these customer definitions, the ability to fill the funnel with qualified leads is that much stronger. Watch the video below to find out more.


You’ve mapped out your buyer’s journey. You understand every step along the way. But who are your buyers? And what motivates them to engage with your brand?

That’s what personas are for.

A customer persona is more than just a “target audience”.

Done right, personas are deep and insightful portraits that can help you identify and reach key segments by focusing on why and how and when they make decisions.

Knowing that can tell you…

  • How to appeal to your customer’s specific needs…
  • How they make decisions at each point on their journey…
  • Where and when to find them so they not only hear your message – but also find it meaningful.

So, what makes an ideal customer persona?

Of course there are the basic attributes that we’re all familiar with but there are also some deeper questions that, with insightful answers, can help you really fine-tune your messaging.

When you’re armed with this detailed knowledge, marketing can provide insights to sales about effective tactics.

Plus, you can even create conversation starters for your sales team to use that show potential customers that you understand what they’re looking for and how your product or service fits their specific needs.

Just remember…

  1. You MUST work closely with your sales team and define what it is you both want to know…and why.
  2. Your audiences are complex human beings, not just “buyers”.
  3. The personas should be used as a “north star” to align and focus marketing and sales on the ways each team can make the greatest impact.

Sure, there’s a lot more to it. So, if you’re looking for help developing specific targeted personas, please feel free to contact me.

I'm ready to help you market what’s meaningful.


Contact Mark Shevitz, EVP/Director of Client Strategy and Planning, via email today.