After you figure out your big idea and before the world is obsessed with your product, you have to find your customers. And in order to find your customers, you have to create customer profiles. An ...

A few years ago I wrote a column — The Four Secrets to Marketing Success — that generated far more response than usual. That feedback inspired me to provide more detail on the topic. This is the first ...

To create successful growth strategies, relevant marketing campaigns and products that deliver real value to your customers, you must first understand your customers. Doing that requires studying them ...

A target market customer profile identifies the customer most likely to buy your product or service. While some companies create products around a customer profile, others identify the customer ...

I recently attended a San Francisco startup company party where framed, and hanging right on the cafeteria walls were the company’s target customer personas. “Ted the IT technician,” “Sally the ...

Most conversations around personas happen with the marketing or product teams. These groups use personas to define typical customers by their demographics, likes, values, backgrounds, goals, ...

All good marketers center their marketing and communications efforts around their target customers. But how do they identify critical customer personas and develop targeted plans? Let’s explore the ...

Whether selling through traditional avenues or eCommerce platforms, marketers must first understand which individuals are most likely to purchase their products and services. Creating an accurate ...

Scott Gardner is the Founder and CEO of Liquid Agency, a brand consulting and activation agency based in San Jose, CA. Despite the omnipresence of one-dimensional customer personas, many brands still ...