Specialist Desk
Reporting, analysis and practical guidance for decision-makers working across Marketing.
Category Lead Story
Introduction I’ve seen so many companies create a buyer persona once, print it out, and never look at it again. That’s a waste of a genuinely useful tool. When built properly and actually referenced, a buyer persona shapes everything from ad copy…
Introduction I’ve seen so many companies create a buyer persona once, print it out, and never look at it again.…
Introduction Guerrilla marketing gets a reputation for being risky or gimmicky, but honestly, some of the most memorable small-brand campaigns…