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The buyer persona is one of the most overlooked elements of inbound marketing, and should be developed early on in the marketing cycle. Buyer personas are the general character profiles of your ideal customer (who comprise your target market or audience).

In the past, building or developing the right buyer persona was the sole realm of large companies, as the task could only be done using the vast resources at their disposal. As the online space became more competitive and technology became more accessible, online marketing news sources say that even small and mid-sized businesses (SMBs) can now create their very own buyer personas.
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