Why Deep Persona Development Should Be the Standard in B2B Marketing

At Red Branch Media, we find it curious—and a bit surprising—that many marketing firms don’t go to the same lengths we do when it comes to persona development. To us, it’s a no-brainer. After all, how can you expect to deliver precise, effective messaging without truly understanding who you’re talking to?

For us, creating detailed, meticulously researched personas isn’t just part of the process—it is the process. We believe that every successful marketing strategy starts with a deep dive into who your target audience is, what they care about, and how they make decisions. This approach isn’t just about ticking a box; it’s about laying the groundwork for everything that follows.

The Red Branch Approach: A Single Source of Truth

When we create personas, we don’t just sketch out a quick profile. We build comprehensive documents that serve as the cornerstone of your marketing strategy. These aren’t just useful for marketers—they’re invaluable for everyone in your organization, from the CEO down to the summer intern.

• A Cohesive Blueprint: Our personas typically range between 15-20 pages, filled with insights and details that ensure everyone in your company is on the same page. This is more than just personas for a document; it’s a cohesive blueprint to the soul of your buyer.
• Cross-Channel Consistency: When you have a single source of truth, it becomes infinitely easier to maintain consistency across all channels. Whether it’s sales, customer service, or marketing, everyone can draw from the same well of knowledge to ensure that your messaging is aligned and your brand voice is consistent.
• Strategic Alignment: These personas don’t just tell you who your audience is—they guide you on how to reach them. With detailed insights into communication preferences, decision-making processes, and professional challenges, you can create messaging that resonates deeply and drives action. It’s this kind of strategic alignment that makes the “surround sound effect” possible, ensuring that your brand is present and impactful at every touchpoint.

A No-Brainer for Us: Why Doesn’t Everyone Do This?

What strikes us as odd is that not every marketing firm sees the value in this level of detail. For us, it’s clear that without a deep understanding of your audience, your marketing efforts are likely to fall flat. Yet, many firms still rely on surface-level personas that barely scratch the surface of what’s possible.

• Universal Utility: The personas we create aren’t just for the marketing department. They’re tools that can be used across your entire organization. They provide a shared understanding of who your customers are, what they want, and how to speak to them effectively. This shared understanding is what turns good marketing into great marketing—and it’s what makes the strategies we implement so effective.
• An Investment in Success: Sure, it takes time and effort to develop these personas. But the return on that investment is immense. When everyone in your organization is aligned, when every piece of content speaks directly to your audience’s needs, when every campaign is laser-focused—you see the results in your bottom line.

The thing is, these are even MORE important in the age of GenAI. At Red Branch Media, we’ve always believed that this is the only way to do marketing. We’re not interested in shortcuts or surface-level strategies. We’re committed to building deep, actionable insights that drive real results.

The Bottom Line: Why We’re Different

If you’re looking for a marketing partner who goes beyond the basics, who digs deep to understand your audience, and who provides the tools to ensure that your entire organization is aligned, then we’re the firm for you.

We don’t just develop personas—we create comprehensive strategies that ensure your marketing efforts are cohesive, consistent, and, above all, effective. To us, this approach is a no-brainer. The question is, why doesn’t everyone else see it that way?

Let’s bring this level of precision and depth to your marketing efforts. Together, we can create strategies that don’t just meet the standard—they set it.

Maren Hogan

Maren Hogan is CEO of Red Branch and general Bad@$$

Maren Hogan is a seasoned marketer and community builder in the HR and Recruiting industry. Maren started Red Branch Media and, before she hired all the smiling faces you see below, she ran it on her own. In marketing for over 15 years, she has deep experience in strategic campaigns and a long-term, results-based operational approach.