Translate persona → targeting
Start with role, industry, and maturity. Then translate into platform-specific targeting: keywords (Search), job titles (LinkedIn), interests + behaviors (Meta), and lookalikes (retargeting).
Three practical buckets
- Role: “marketing manager”, “ops lead”, “founder”.
- Problem: “improve attribution”, “reduce churn”, “ship faster”.
- Comparison: “alternative to X”, “vs spreadsheets”.
How to validate quickly
Pick one bucket and run one small test. If CTR is high but conversion is low, your landing page promise likely doesn’t match the click intent.