In our latest guide to understanding your customers, we analyse buyer personas: what are they, how do you create them and how can you use them to grow your business?

We also examine negative personas, and why it’s just as important to know who you aren’t targeting with your marketing as who you are.

Our analysis will help you segment your audience the smart way, so you can engineer highly targeted marketing campaigns. It’s the sure-fire way to create thoughtful, tailored content that your customers will instantly connect with.

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