Case study: Better buyer personas aided content push

01/24/2013 | MarketingSherpa

Creating informed buyer personas helped Skytap net better results with its content marketing, according to this MarketingSherpa case study. The cloud-automation provider segmented its audience into natural groupings, used customer-relationship management, behavioral data and sales-gathered info to understand the segments better, then created various buyer personas. The ensuing targeted-content campaign yielded year-over-year increases in site and organic search traffic, nearly doubled the leads from online marketing and grew overall leads by 124%.

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