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Engagement Programs - By Persona or Campaign?

Question asked by 1ff938cddaf0fa01cf5a9993929cd1628480c83a on Feb 9, 2017
Latest reply on Feb 9, 2017 by f244cb3437a441fe03ad279501f32a2154be43cc

I'm looking to develop our first engagement programs in the next 30-60 days (yay!). I'm currently debating if I should organize programs around persona or campaign/theme. As a use case for what I mean, if your personas were moms and dads and your campaigns were the "minivans are practical" and "minivans are cost effective", would it be wiser to organize your engagement programs by moms v dads or practicality v cost effectiveness? I feel like my data better allows me to organize by persona but that campaign theme may be more strategic. I'm pretty sure I want the streams to be based on the buyers journey but if someone has another recommendation, I'm interested to hear it. Thanks for your thoughts!