One of the key elements of the inbound marketing methodology is the Buyer Persona, a fictional stand-in for the people your company’s offerings are best suited for. As you go about developing your overall strategy, you refer back to your Buyer Personas again and again, because all the actual people who resemble your personas to one degree or another are the ones you’re ultimately marketing to. But certain web tracking tools, like Sitefinity’s Digital Experience Cloud, allow you to create personas for a somewhat different purpose.
For our 16th episode, James and I interview Senior Web Developer Jon Read about the difference between personas as they’re used within the inbound methodology and personas as they’re used with web tracking technologies like the DEC. The two concepts, we learn, are far from mutually exclusive, and you can use one persona-type to inform your ongoing refinement of the other.
We have Jon walk us through answers to questions like:
- What exactly the Sitefinity Digital Experience Cloud is and what it was designed for
- What types of interactions with your website the DEC can track
- How DEC data is organized to be accessible through the portal
- How, from a technical viewpoint, the tracking data is collected
- What types of behavior are tracked and how the information is used to identify different types of users—i.e. personas
- Why the type of tracking the DEC makes possible shouldn’t make anyone too worried about privacy issues
- How lead scoring is used to distinguish one type of website visitor from another
- How the Buyer Personas in a marketing automation platform differ from the behavior-based personas set up in the DEC
- Why the route your visitors take to reach your website is important in identifying what they’re interested in
- What happens when your DEC data fails to align with your inbound Buyer Personas
- Whether it’s ever useful to have one type of persona and not the other
- What you ultimately can do with the information you get from the DEC
- How you can use tracking data to refine your web design
- What role the DEC plays in Agile Web Development (or Results-Driven Design, as we call it at Aptera)
- How much data about your site visitors’ behavior is already being gathered
- How you can use the DEC to create personalized web pages
- How the data can help you prioritize next steps in agile web development
Jon is remarkable for the depth of his expertise, not just in web development, but in marketing as well. And he’s one of our best sources for articulate explanations about the more technical aspects within each area. He also manages a good balance between being a total smart ass and being a consummate professional, as you’ll find out when you tune in.
If you have any questions about personas or the DEC that we didn’t cover, or if you have ideas for topics you’d like us to take on, shoot us an email at email@example.com.
Or you can check out some of our other stuff on the DEC and personas: