Eric Robertson: Why CLV Beats Personas for Smarter Marketing Spend - Episode #49
What if the "average customer" your marketing targets doesn't actually exist?
In this episode of Connect To Market, host Casey Cheshire sits down with Eric Robertson, Head of Partnerships & Sales at Theta, to explore why building marketing strategies around average customer personas and demographic trivia leads teams to waste budget on the wrong people. Robertson makes the case that customers vary dramatically in value, following Pareto's rule, and that marketers who want to connect to their market need to stop treating spend as a budget line item and start treating it as capital deployed to…
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