About the author

Hi, my name is Adria Fischer, and I'm the Director of Customer Marketing at Sovos, a leader in the tax and regulatory compliance industry. I've been working in marketing for over 15 years, and I've had the good fortune to work at some great companies including Time Warner Cable, Comcast, WGBH, which is the Boston PBS station, as well as Kronos, which is now UKG, before joining Sovos half a year ago.

I held a variety of roles in marketing, including program management, customer reference management, competitive intelligence, and product marketing before joining the ranks of customer marketing about four years ago. I enjoyed all of those roles thoroughly, but I found my place when I joined customer marketing.

It's been a wonderful journey in my career so far, and I'm loving the growth that's happening in this field. There are so many opportunities, and it's a really exciting time for anybody who wants to learn more or pursue this area.

I believe that it’s the role of the customer marketer to gather insights and extrapolate on why each persona matters because they all do, whether that persona is an end user or a decision maker.

Knowing your personas and continuously researching, interviewing, and validating your personas is essential to developing meaningful and relevant multi-channel content. It also ensures that the content you create resonates, and you're delivering the right message to the right person at the right time using the right tactics.