Personas and journey maps are strategic concepts that many marketers include in their strategic plans. And yet, when we really examine what marketers use in their daily work, these critical strategic tools are often quickly abandoned when the pressure of producing more obviously measurable content wins out in the battle for their precious time. In this webinar, we’ll explore techniques that will help any marketer keep these best practices alive and well in their strategy.

  • How to create and introduce personas and journey maps that make sense to marketers and non-marketers alike.

  • Tips for updating each tool on a regular basis, ensuring the content remains relevant.

  • Metrics associated with personas and journey maps that can help you leverage them as measurement tools as well as strategic resources.

Course curriculum

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