You built a persona—now what? Here’s what sales and marketing do next

Most B2B companies start with the wrong question:
“How do we get more leads?”

But if sales and marketing aren’t aligned on who you’re actually trying to reach, then more leads won’t solve anything.

You’ll waste money on ads.
You’ll waste time on content.
And your sales team will get handed a pile of contacts they can’t do anything with.

Yes, everyone wants more leads. But what you really want are leads that match your actual target buyer—and that only happens when sales and marketing are working from the same strategy.

Alignment starts with your technical buyer

Here’s how things go off the rails:
Marketing builds a surface-level persona based on job titles and demographics.
Sales builds a list based on gut feel or whoever downloaded a whitepaper last quarter.

Neither team is working from real data or shared insight.

If you want your campaigns to drive revenue, you need to start with a deep understanding of your buyer—and that means sales and marketing building that understanding together.

Sit down and define:

• Who they are

• What problems they’re solving

• What systems they’re using

• What red flags make them walk away

• What information they need to feel confident buying

This isn’t a formality. This is the foundation for your content, your campaigns, and your pipeline.

From buyer persona → ICP → target account list

Once you’ve built a real buyer persona—based on interviews, real buying behavior, and deep product understanding—you’ll start seeing patterns.

That’s your Ideal Customer Profile.

From there, sales can finally put together a target account list that isn’t just a wishlist of big logos. It’s a strategic list grounded in reality:
“Who looks like the customers we already know how to win?”

If you need help defining a technical buyer persona, we’ve got a full series on that on the Edify Content blog.

With an ICP in place, marketing can finally do its job

When sales says, “Here are the companies we’re going after,” marketing finally has something to work with.

Now we can:

• Write case studies that match the accounts’ size, industry, and objections

• Build landing pages that speak their language

• Run ads targeting the actual decision-makers at those companies

• Create email sequences tuned to their stage in the buying process

This is alignment in action.
Sales chooses the targets.
Marketing builds the content that hits those targets.
Everyone gets better results.

This is the beginning of performance marketing

Performance marketing isn’t just traffic and click-throughs. It’s strategic, measurable execution that drives revenue.

You can build this internally—but it’s hard. Maybe your team is stretched thin. Maybe there’s organizational friction. Maybe nobody owns it. Or maybe it’s just never been done before and nobody knows where to start.

That’s where we come in.

At Edify, we build content systems designed to support sales strategy. We help you define your ICP, build the list, and create the content to win deals—not just get clicks.

You don’t need fluffy personas or generic blog posts. You need a system. One that’s made for the buyers you actually want to attract.