Yes, we actually have four distinct audiences, and creating personas for each of them has been super helpful. What really worked for us was taking the time to write down and brainstorm their pain points, especially since we've been our own audience at times, plus we've worked closely with them as an agency. We know them pretty well. With that insight, it’s way easier to create content that speaks directly to their needs and positions our product the right way, especially when it comes to BOFU content.