Q4 2024 – Q2 2025
Used structured persona mapping to identify and pivot toward an organic, high-intent audience segment—reshaping B2B go-to-market strategy without additional paid spend.
Challenge
Mylio was preparing to scale its B2B marketing, starting with a targeted push toward aesthetic medical providers. Early anecdotal feedback suggested these professionals valued Mylio’s HIPAA-compliant workflows, making them a promising segment. Over $10K in paid campaigns was allocated to test this hypothesis.
However, early conversion numbers were far lower than expected. The team needed a clearer, data-backed understanding of who the real high-intent B2B audiences were—and a scalable way to guide both sales and onboarding teams in tailoring their approach.
Approach
As part of Mylio’s transition to HubSpot, I introduced persona mapping directly into our sales and onboarding playbooks, ensuring every high-touch interaction contributed structured customer data.
- Persona Framework: Defined 7 core personas—3 B2C and 4 B2B—based on market research, customer success insights, and anecdotal lead stories.
- Integrated Data Capture: Embedded persona selection and qualification questions in HubSpot Playbooks for both sales and onboarding teams.
- Cross-Functional Alignment: Provided scripts and guidance so sales reps could identify personas in real time without slowing conversations.
- Market Signal Tracking: Used HubSpot dashboards to monitor persona distribution, segment conversion rates, and patterns in acquisition sources.
Execution
- Launched persona-enabled sales and onboarding playbooks across B2B and B2C teams.
- Trained teams on using personas as a conversational tool to surface relevant use cases.
- Monitored real-time persona tagging and conversion data via HubSpot analytics.
- Compared performance of the initially targeted aesthetic medical persona against other B2B personas in the framework.
Results
- Pivot Insight: Data revealed that archivists—administrators and specialists managing searchable media databases—converted at 3–4× higher rates than aesthetic medical providers.