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:
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:
I'm Aptera's Content Strategist. I've been writing about tech and marketing for 5 years and have certifications from HubSpot and The Content Marketing Institute. A big science and literature geek, I taught college rhetoric and composition while I was still busy going to school for way too long, earning bachelor's degrees in anthropology and psychology, along with a master's in British and American literature. Look me up on LinkedIn.