When my guests and I discussed a theme for this episode, we decided on persona-driven copy and content vs top-down marketing. What this means: if your messaging and content strategies are based on high-level personas as opposed to deep market and user research, you’re missing out. But I’m hopeful that most experienced marketers know this by now.

The problem is that even if you know you’ll see more success when you align your marketing strategies and content around this deeper market research, you still need a strategy to conduct this research and figure out how to use it.

That’s the conversation I had with customer research and copy experts Adrienne Barnes and Sam Howard.

Listen to the full episode for insights into conducting better customer interviews, creating better audience segments and personas, and a lot more.

About The Guests

Adrienne Barnes helps early-stage B2B SaaS companies find product market fit through market research.  Her marketing superpower is “pulling information from people, pulling information from internal demands, and then turning that into something that's useful for the organization.” Connect with Adrienne on LinkedIn.

Ekaterina (Sam) Howard works with growing B2B SaaS startups that need help speaking to their best customers in a way that would resonate and convert. According to Sam, their superpower is translating customer research into copy. (Per this interview, if I had to guess, I’d say it’s aligning content, web, and user experience strategies.)  Connect with Sam on LinkedIn.

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