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Technical Models and Guides

Persona Mapping: Enhancing CRM Strategies for Targeted Engagement

Written by Propolis Expert Karla Wentworth

Revitalizing Persona Mapping for Modern CRM Integration.

Marketing personas have long been an essential tool in every marketer’s arsenal. Traditionally, persona mapping has been a key component of strategic marketing for decades, helping brands better understand and cater to their target audiences. Despite its longstanding use, there is now a renewed focus on integrating persona mapping with cutting-edge technology.

In the era of digital transformation, today’s marketing technology (martech) tools are equipped with sophisticated features that allow marketers to input detailed persona traits. These tools offer significant benefits, including automation of repetitive tasks and enhanced reporting capabilities that provide deeper insights into customer behaviors and preferences. However, to fully unlock these advanced functionalities, marketers must revisit and refine their foundational persona maps. These maps, often found incomplete or outdated under a marketer’s desk, are crucial for the effective use of modern martech tools.

Our innovative model offers a streamlined approach to integrating persona mapping into your Customer Relationship Management (CRM) systems. This model is akin to the ‘SMART’ objectives framework, which emphasizes specific, measurable, achievable, relevant, and time-bound goals. Similarly, it’s essential to maintain a robust and actionable persona that not only fits well within your CRM but also enhances your data analytics capabilities. By ensuring that your persona maps are thoughtfully considered and regularly updated, you can maximize the impact of your CRM, turning raw data into actionable marketing intelligence.

This approach ensures that your marketing efforts are both focused and strategically aligned, enabling you to leverage your CRM to its fullest potential and achieve superior market engagement. With our model, marketers can transform dusty old persona maps into dynamic tools that drive innovation and success in their marketing campaigns.

Download our detailed persona mapping model via the form on the right. 


This is one of eight models and guides produced every quarter by the Propolis Experts, each designed to help develop knowledge and drive efficiencies across your marketing campaigns. The full set of models and guides is available exclusively to Propolis members.

Karla Wentworth

Marketing Operations & Technology Expert, Propolis

Karla Wentworh is the Marketing Operations & Technology Expert for Propolis, the global community for B2B marketing leaders.

After 25 years of doing, failing at, learning from, and eventually leading Marketing Operations departments, she observed the insurgence and MOPs and its magic within the wider marketing process. Now, running a Marketing Operations and Transformation consultancy, Karla gets to passionately help other businesses to create best-in-class MOps environments, technology and processes to optimise their success.

Karla is one of seven Experts on hand for Propolis members to access at any time offering impartial, trusted advice that is tailored to their specific business needs. Whether it’s help with enhancing their marketing strategy or working through a specific challenge, Propolis members can save an average £30k a year working directly with the Experts instead of using external consultants.

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