If you still haven't developed Personas to help inform your digital strategy, this article gives some fresh insight into how you can do so, but it also dips into the importance of ABM an emerging term gaining traction.
When transitioning into the account-based marketing (ABM) mindset, one of the critical changes is thinking in terms of accounts instead of leads. You’re not just marketing and selling to whichever individual downloads your content or interacts with your website, you have to be thinking about the entire account — the whole team of people on the other side involved in the eventual decision. To be able to understand and wrap your head around the multiple people that you want to engage within a target account, it’s essential to think about personas. These are the types of key stakeholders that you expect to be involved in the deal.