This is a recording of a talk given at the International Social Summit Barcelona 2023. Often marketers focus on the buying persona of their target customer, and forget about the searching persona. A really smart strategy will tackle both of these and use a range of different creatives and topics to generate interest and affinity with the brand and the product. Want proof? In this talk, Veronika H√∂ller from CompuGroup Medical shows how this strategy delivered global success for a medical software business, and provides examples of content and creatives that connect with the target audience on different levels.