The Client – ISR was contacted by the vice president of content marketing at a Top 5, global CDMO with the question ‘How do we better understand our customers’ roles and responsibilities as they relate to outsourced contract manufacturing services?’ The client had three goals with this question. First, the client had drafted preliminary personas they wanted to refine and pressure test. Second, the client was interested in identifying the marketing channels their customers and prospects preferred to use so the client could tailor messaging for those media. Finally, the client wanted to get a better sense of decision-makers’ role in the outsourcing decision-making process. With this information, the organization’s content marketing team could ensure their budget and efforts were targeted in the most efficient and cost-effective manner.