The key to customer insight and marketing impact
Data Driven Personas
No assumptions, no fill-in-the-blank exercises—but segments and personas based on hard data. This way, we create strategies that truly align with the behavior, needs, and language of your target audience. And you see that reflected in results: more conversions, stronger customer relationships, and more efficient campaigns.
No assumptions, but insights that matter
What are Data Driven Personas?
A persona is a fictional profile of a representative customer—but at Follo, we don't make them fictional. We build personas based on real data: site behavior, search intent, purchase behavior, customer values, feedback, and demographic characteristics.
This creates a complete picture of who your customer is, what drives them, where their doubts lie, and which form of communication is most appealing. Such a persona becomes the common thread in everything you do—from content creation to channel selection.
Why are they crucial within your customer data strategy?
Data-driven personas form the foundation of a mature customer data strategy. They make your marketing not only more relevant but also scalable and measurable. You use personas for:
- Campaign segmentation: relevant content for the right audience.
- Funnel optimization: better alignment with needs per phase of the customer journey.
- Efficiency in media: more targeted advertising on profiles with higher customer value.
- Increasing customer loyalty: communication tailored to customer expectations and needs.
From raw data to relevant personas
Our approach
Data collection
We combine first-party data (CRM, web analytics, email) with external sources (market research, search data, social listening).
Customer segmentation
Through statistical clustering and behavioral analysis, we map groups of customers who exhibit similar behavior.
Persona creation
For each segment, we develop a persona with concrete characteristics: goals, barriers, tone of voice preference, channel behavior, decision criteria.
Validation & enrichment
We test personas for effectiveness with A/B tests, campaign segmentation, and customer interviews.
Personas as the engine of your integrated search strategy
Integrated into your marketing
What we learn from personas we use directly in your search strategy. Because search behavior tells us a lot about what your customer is looking for—but personas tell us why. By combining these insights, we build smart SEA campaigns and SEO content that perfectly align with the needs and language of your target audience.
- SEA copy tailored to motivations per persona
- SEO pages focused on questions and barriers
Audience targeting and segmentation based on persona profiles - Dynamic landing pages per customer type
This way, you get more return from your search budget and increase your relevance at all touchpoints.
Indispensable in a content strategy
Data-driven personas are essential in the holistic content strategy of Follo. We believe in content that reaches your target audience before they actively search. With personas, you know what your audience is truly interested in—and based on that, we create content formats per channel:
- Short-form videos for younger segments on TikTok or Instagram
Thought leadership and long-form articles for business audiences on LinkedIn or Google - Smart personalization of emails and banners
- Automated campaigns tailored to profile and behavior
This approach strengthens your brand, increases interaction, and ensures higher conversions—regardless of the channel.
Why choose Follo?
We don't just develop strong personas, we make sure you benefit from them. With more than 300 customers in B2B, e-commerce, healthcare, retail, and tech, we know how different target audiences behave online. And thanks to our 20+ international awards, we also know how to turn insights into performance.
Our 180+ specialists combine deep data expertise with creative thinking and psychological insight. We test hypotheses, translate insights into campaigns, and help you actively use personas in your content strategy, SEO, SEA, and automation.
