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Improve Marketing Personas by Getting Lean and Iterative

Headshot of John Lane
By John Lane

Many marketers have adopted the idea of marketing personas — or cohorts, or profiles — as a way to better understand their audiences. And that’s a good thing. Any action we can take to achieve more understanding of, and empathy with, the people our products and services are intended to help means both our products and marketing will be more useful and effective.

But far too often we’re finding that the process of building personas is becoming the focus, rather than the resulting knowledge.

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Headshot of John Lane

John Lane

Watching TV as a kid, I used to run to the bathroom during the shows so I could make it back for the commercials. Those days launched me down a path that included layout and writing for the college paper; communications strategy for political campaigns; marketing strategy and graphic design for Gensler (a global design and architecture firm); and the implementation of new programming, animation and design techniques for Centerline.

Today I specialize in content marketing strategy and building digital deliverables to execute those strategies. But it’s about more than just creating killer digital content. At Centerline, we help clients succeed in the digital marketplace using a three-pronged approach: strategic (message creation, brand strategy), tactical (design, development), and analytical (measurement and adaptation). This experience-tested approach allows me to build campaigns that are both well-designed and effective for clients like IBM, GE and Quintiles.

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