The death of B2B personas? Not so fast

Following a provocative article from LinkedIn's B2B Institute that declared the "death of personas," the Brew Digital team sits down to debate their true value in modern marketing.Listen in as we explore the fundamental flaws of traditional, assumption-led personas. Our head of digital marketing, Rich Harper, unpacks the notorious "C-level trap" and explains how a narrow focus on executive decision-makers can cause marketing campaigns to miss the mark entirely.But is it time to abandon them completely? Our paid media manager, Nasya Nasseira, makes a compelling case for their evolution. She shares how a strong persona narrative—"imagine Jessica, building HR processes from scratch"—can be the key to bridging the gap between raw data and compelling creative.In this episode, you’ll learn:Why most traditional B2B personas are built on dangerous assumptions.How to use persona storytelling to brief creative teams more effectively.Practical, data-driven marketing tactics for businesses of any size.The shift from static demographic profiles to dynamic, problem-focused personas.Our conclusion is clear: personas aren't dead, but they must evolve from a tick-box exercise into a dynamic tool that genuinely reflects customer behaviour.Listen to the full episode now to rethink your approach to understanding your audience.Marketers of the Universe is brought to you by the clever folks at Brew Digital. We’re not your typical digital marketing agency; using an innovative approach to decision-making and collaboration, we help you create an impactful digital strategy that actually delivers results for your business. See what we can do for you at brewdigital.com