Knowledge Hub

From Segmentation to Signals: The End of Static Customer Personas Website

You have built a persona deck that you are secretly proud of. A clean PDF. Nice colors. A smiling stock photo. A name like Marketing Mary or Enterprise Eric. A few bullet points about goals, pain points, preferred channels. Everyone nodded in the meeting. Someone said, ‘This will really align sales and marketing.’ Then it went into Google Drive. That folder still exists. The persona still exists. But nobody opens it. Sales does not use it. Product barely remembers it. And marketing only references it when a new hire asks, ‘Who are we targeting?’ This is not because your team is lazy or careless. It is because static personas are built for a world that no longer exists. A slower world. A predictable world. A world where buyers moved neatly…