This is our very own Story Hub, pulling together content from our blog, podcast, newsletter and more — all designed to help you cut through. As Louie would tell you if he could talk, it’s important and gratifying to eat your own dog food.
170: Scaling “Scrappy” and Growing Your Audience
Chief Marketing Officer, Twilio
A Key Mistake CMOs Make
Too Many Personas, Too Little Brand
The first time I bristled at the word “persona” was around 1998, when we were working on one of the early websites for Panasonic. One of our clients had come back all pumped up from a Forrester conference at which they declared personas were the only way to drive effective customer experiences. Next thing you know, we’re drafting faux bios of stereotypical visitors like Donna Dealseeker and Tom Techie ...
169: Small Tests, Giant Leaps
Chief Marketing Officer, Optimizely