In B2B marketing, especially for legal tech and professional services, people often discuss Ideal Client Personas (ICPs). But what if your “ideal” is completely off-base? In this episode of The Marketing Phoenix Podcast, Melissa Rogozinski talks about the importance of real client personas. She explains how they are crucial for steady growth.

Marketing based on assumptions leads to wasted resources and missed revenue. Many email marketing firms and B2B brands fall into the trap of building personas that reflect what they want to sell—not what buyers actually want to solve.

What Are Real Client Personas?  

Real client personas are built from actual buyer behavior, not educated guesses. Melissa walks us through a proven framework for building personas rooted in:

• Real interviews

• Buyer goals and objections

• Decision-making behaviors

• Industry-specific context

The Process  

Melissa’s team creates three in-depth personas per client by interviewing real customers, prospects, and even lost deals. Then they develop ICP cards and content strategies that align messaging with what these buyers truly care about—leading to stronger engagement and conversion.

The Impact  

When you start from real data, your marketing:

• Attracts higher-quality leads

• Aligns better with your sales team’s efforts

• Improves brand awareness and trust

• Drives better revenue outcomes

Conclusion  

Real client personas are important. This is true whether you are building a legal tech platform or managing an email marketing firm. They make your strategy smarter, sharper, and far more effective.