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Content Marketing World 2019 - Session Viewer

View, browse and sort the ever-growing list of sessions by pass type, track, and level. Filter by pass type to see which sessions your pass makes you eligible to attend.

Check back often as we will be adding more sessions and speakers frequently. Please note that session dates and times are subject to change.

Our CMWorld 2019 Mobile app has launched so you are able to build your schedule there with just a click of a button. While choosing breakout sessions is not required, sessions do fill up fast. And seating is first-come, first-served, so it is a good idea to plan out your schedule ahead of time.

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Buyer Personas 2.0 - How Sales and Marketing Can Generate Demand That Converts

Adele Revella (Founder & CEO, Buyer Persona Institute)

Location: Hope Ballroom A-C

Date: Wednesday, September 4

Time: 11:20am - 12:05pm

Pass Type: All Access, Main Conference, Main Conference Plus - Get your pass now!

Track: Demand Generation

Session Type: Breakout Session

Audience Level: Intermediate

Vault Recording: TBD

Audience Level: Intermediate

Imagine the ROI on your demand programs if you and your salespeople were aligned on what buyers want to know at every stage in their journey. What if your teams worked in sync to earn your buyers’ trust as they evaluate their options and decide whether to purchase from you or your competitors?

Buyer personas were supposed to address this objective, but most are not only a waste of time, they are dangerous, resulting in unused content and actually increasing the friction between sales and marketing.

Adele Revella, CEO of Buyer Persona Institute and author of Buyer Personas: How to Gain Insight Into Your Customer’s Expectations, Align Your Marketing Strategies, and Win More Business, will reveal a plan to align your stakeholders around what matters most to real buyers.

Takeaway

  • Why salespeople don’t pursue good leads and how to get aligned
  • Building buyer personas around your recent buyers’ real decisions
  • Mapping your content to the buyer’s needs for their journey
  • Getting to the right answer about how many personas you really need
  • Building alignment between sales, marketing, and buyers