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The term “persona” may sound like highfalutin jargon, but really it is just the latest term for what always has been Marketing 101: Know your audience, and deliver what is interesting and relevant to it. While the concept of personalization is old-school marketing, the techniques available through today’s marketing automation technology make personalization easy for even a one-person association marketing department.

Bringing personas into your marketing strategy doesn’t have to be hard. Download our four step guide to creating and leveraging personas.