Justin Hall is CEO of Protocol, an award-winning Advisory, Research and Consulting Practice leveraging Marketing Technologies for B2B organisations. As a veteran MA Campaign Architect Justin and his team have helped some of the biggest B2B brands optimise their Marketing Automation strategies for leading brands such as Google, 3M, Xerox and Virgin Media using platforms including Oracle Eloqua, SFDC and Marketo.
When not to use personas
Personas have become a must-have accessory in the modern B2B marketers arsenal, the ability to understand your audience and deftly predict their needs and hangouts. This session explores the pitfalls of building personas, when (and when not to use them) and explores alternative strategies to building actionable customer insights.