Understanding your audience

In today’s noisy marketplace, knowing who you’re speaking to is half the battle. Marketers often talk about target groups and buyer personas, two concepts that seem similar but serve very different purposes.

A target group offers a broad overview of people who share common traits. A buyer persona, by contrast, dives deeper: it captures a specific type of customer within that group, revealing their behaviours, motivations, and needs.

This session explores why this distinction matters—and how it can transform the way you communicate, design strategies, and build products. You’ll learn how to define audiences, craft meaningful personas, and use them to develop sharper campaigns, stronger sales, and more relevant content strategies.

What You Will Learn

• The essential difference between a target group and a buyer persona

• How buyer personas emerge from audience insights

• How to build your own persona, step by step

• Why personas lead to more precise marketing and higher conversion

• Practical applications in marketing, sales, and product development

• How personas anchor a truly customer-centric content strategy