Many B2B companies need help with developing content that resonates with their audience. They tend to focus more on features rather than moments in the buyer’s journey. This is why conducting customer research and creating the right target personas are paramount. When done right, personas can help you craft copy and content that converts and generates better responses from the target audience. That’s why we’re talking to B2B SaaS copywriting expert Naomi Soman (Founder, Storylogick Consulting) about how B2B marketers can develop the right personas to adapt the B2B messaging across the funnel. During our conversation, Naomi highlighted the pitfalls to avoid and how marketers can leverage customer research to create personas that are actually useful. She also talked about the importance of mapping B2B messaging across the customer journey and at different stages of the funnel.