Good Reads: How ‘false positive’ personas disrupt B2B intent data

Saturday, May 23, 2020

How ‘false positive’ personas disrupt B2B intent data

There are two segments of your audience who actively search and use content but neither do so as part of a buying journey. These personalities will ‘turtle’ on you, hitting your content especially if you’re a thought leader, and then disappear only to reappear again in three to four months. The ‘seeker/sharer’ is the most important audience member for marketing. Seekers will find the ‘doers’ inside the organization, and those people are more likely to have the need and the budget.

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