Speaker: Adele Revella, author, The Buyer Persona Manifesto + Joan Sherlock, Vice President of Marketing, SAP

In this session, Adele Revella, President of Buyer Persona Institute, and Joan Sherlock, Vice President of Marketing for SAP's Worldwide Marketing Programs, will reveal the fascinating results that SAP is achieving through its worldwide audience marketing initiative. We'll share lessons learned and results produced as more than a thousand SAP marketers leverage buyer persona insights to guide everything from lead generation to messaging and content assets.

TAKEAWAYS:

• Learn how to improve engagement with your buyers, including C-Suite executives in the world's largest businesses, by making use of buyer persona insights
• See how to build the internal business case for the investment in buyer personas and measure results to ensure your company's ongoing commitment
• Learn how to prioritize which buyer personas to build first, and how to manage the expansion of the initiative