Personas get treated like a branding exercise: a slide deck, a stock photo, a name like Busy Beth, then everyone goes back to building campaigns the same way they always have.

In marketing automation, personas are only useful if they change what you do, how you build audiences, how you personalise content, and how you decide what to send next.

I’m going to talk about this through an Eloqua lens because that’s where I’ve spent most of my time...

https://derekbell.com.au/2026/05/eloqua-personas-segmentation-dynamic-content/