Acting on Insights: Creating an Audience-First Marketing Culture

There is research everywhere, yet nowhere. There are so many personas, but they can’t be reused for other lines of business. The challenge is clear: How does a large company transform marketing decision-making to be audience-centric?

Join Cheri Hulse to discover how to glean useful audience research and insights—and to infuse them into businesses of any size.

In this session, you’ll learn:

• How to develop buyer personas and journey maps, and have marketers leverage those insights in their day-to-day work
• The critical areas for research to show up in marketing activities, like planning and content
• How to enable internal teams to act on research and insights