Audience and Growth at Mission-Driven Companies: Building Personas That Matter - April 4, 2023

A solid understanding of your audience is the cornerstone for effective marketing. How well does your organization understand your audience? Do you know why they engage with you, what their underlying motivations are, and what objections they might raise? This session will teach you an approach to building actionable marketing personas that help you reach your growth goals. What You’ll Learn: Why most marketing personas aren’t helpful and how to build an actionable persona that will make a real difference for your business How to assess your unique stakeholder ecosystem (customers, investors, the media, and partners) so you can prioritize which personas are most actionable Root & Leaf’s approach to audience persona development, including a look at goals, motivations, values, and mission alignment How to identify and overcome common buying objections encountered during the customer journey, many times before the prospect even has a chance to raise them. Join Root & Leaf—a marketing agency and Greentown Labs mentor —for this audience workshop to create actionable audience personas that matter.