When you're creating your marketing materials, do you know for whom you are creating them? Your audience should be a defined group - or groups - of people. These are commonly called "buyer personas." HubSpot defined this term as “a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.”
The concept behind buyer personas is simple: a persona is a defined audience member where you have identified the persona's role, concerns, questions, and search patterns. Basically, the concept shows how your “perfect customer” would behave if he or she existed and made buying decisions. A buyer persona is an imperative part of your marketing strategy—the secret sauce as you put together a recipe for success.