Thought Leadership

Once more with feeling - how to develop B2B personas.

26 Sep 2024 By Matt Hicks 7 min read
Wallpaper image with animals in frames

The most effective B2B marketing is rooted in a strong understanding of – and balance between – both rational purchase drivers and the human, emotional motivations of the target audience.

Of course, to do this well you need to have a thorough understanding of who you’re looking to communicate with; what are the most important factors in getting them to engage with your brand, make a purchase and come back for more?

One view on this challenge, as David Ogilvy put it, is that “The trouble with market research is that people don’t think what

Access the full article by filling out the form

Share this post
Matt Hick headshot

Matt Hicks

Strategy Director

Matt has worked in senior B2B marketing roles around the world for 20 years. Much of his career has been spent in-house, leading global projects for industry specialists such as Mammoet, Orbia and Bitdefender. Matt leads the strategy and performance teams at Lesniak Swann, ensuring that clients benefit from high-quality thinking throughout projects, and high-performing campaign activation that’s keenly aligned to commercial goals

A newsletter actually worth reading

We dislike spam as much as you do. So we promise to only grace your inbox when we’ve got something valuable to say.