Insights from the Tactical to the Strategic
As you begin to develop personas and experiences for your audience, you may start by analyzing behavioral data from your marketing automation instance.
However, Justin Gray from LeadMD tells us that behavioral data is not enough. He explains by reaching out to your prospects (whether won or lost) with a survey for example, you can unlock what he calls "Psychological Data"; the thought process behind why someone in your persona did or did not buy your product. When you start to combine that data across all leads in your personas, you can start to develop a much better picture of who your personas are and how to best talk to them throughout the buying cycle.