Customer personas are the foundation of any marketing or sales initiative, but too often personas are static, with customers and agencies basing activity on outdated, anecdotal and inward focused snapshots. Keeping personas up to date and actionable does not mean repeating expensive research for every campaign or outreach. With planning, foresight, and partnership, efficient dynamic persona plans can be put in place to capture revenue driving customer ecosystem influences. By accepting outdated or irrelevant personas as ‘set’ knowledge, many marketers are wasting valuable budget and damaging their brand, when a cost-efficient agile approach could provide them with a greater insight and ROI than demographic based static traditional ‘set and forget’ approaches.
Mark has over 20 years client and agency strategic marketing experience in Europe and the US, gained at IBM and Canon, and leading teams for London integrated advertising agencies in tech, CMG and finance.
Prior to emigration to the US in 2002, he was Director of Direct Marketing at T-Mobile (UK) and part of the executive team to launch the brand in the UK.
In the US, he has worked for leading integrated digital marketing agencies and technology consultancies on clients such as AT&T Wireless, HP and Microsoft including the launch of the Azure website, HP Helion cloud platform and expansion of C+E Global Engagement Plan campaigns to cover the new solutions led Microsoft B2B portfolio.
Focused on Microsoft for the last decade, he has worked on global multi-media campaigns with C+E, WDG, Xbox, Office plus field and partner programs, product launches and content marketing campaigns across the organization.
Luncheon will be served including a salad, entree, sides and dessert. You may indicate your entree choice in the registration form. Menu details can be found on the Luncheons page.