It is not about you: Learn about persona-led differentiation

While compelling branding is essential in today's marketplace, truly effective marketing requires shifting focus from your brand to your customer. This presentation explores the power of buyer personas in modern business strategy. We will examine why 44% of business-to-business marketers use buyer personas and how they help 71% of companies exceed revenue goals. Learn how to create detailed, actionable personas that capture not just demographics but motivations, pain points and decision-making processes. You will gain a practical framework for developing comprehensive buyer personas and implementing them to create differentiated messaging that resonates with your ideal customer's specific needs and values. By the end of this workshop, you will understand why effective marketing is not about what you want to say, but rather what your specific customer personas need to hear. ​ The facilitator is Stacey Force who is the fractional chief marketing officer with The Marketing Blender. She is a results-driven-marketing executive with over 20 years of experience driving impactful strategies and fostering innovation within the B2B landscape. Force is also the co-founder and chief commercial officer for Geminon, an employee-experience solution that transforms workplace contributions into portable, verified-micro credentials through AI-assisted-peer recognition. She has successfully driven growth initiatives for marquee brands including Korn Ferry, Honeywell, NEC, Phillips and Verizon.