How to use your buyer personas to build your 2017 marketing budget

You've done your research and created buyer personas -- now what? Columnist Jacob Baadsgaard explains how to place financial value on your personas in order to determine your marketing budget. If you have a love/hate relationship with buyer personas, you’re not alone. According to a 2016 survey by Customer Think, 72 percent of marketers are familiar with these personas, and 60 percent have created their first persona within the last two years. Unfortunately, lots of marketers are confused about how to use their personas or are frustrated that their personas are not producing the hoped-for results.