PLG
+450% influenced pipeline

A Blueprint for Persona-Based Campaigns

Dave Cook and Jake Meltzer
Dave Cook and Jake MeltzerVP Growth Marketing & Director of Lifecycle Marketing

What you’ll learn

  • How to deeply understand your buyer personas
  • How to apply persona research to your marketing campaigns

What you’ll need

  • Quantitative and qualitative data about your buyers
  • A (virtual) whiteboarding solution to collaborate on your buyer journey
  • A marketing automation system
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The Problem

The Hypothesis

The Solution

The Impact

Slack saw a 4.5x increase in the amount of pipeline they influenced in their enterprise segment. Open rates and click rates went up as well, and their MQL-to-opportunity conversion rate increased by 80%.

The campaign has also helped Slack create a new baseline for future engagement. As Dave puts it:

“This has really set the rails for how we do our enterprise marketing going forward. We call it the unified go-to-market, where everything we're doing from a product marketing perspective, a content perspective, a sales enablement perspective—lead follow-up, events, everything—it's all mapped to these personas and this blueprint for prospect communications.” 

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