In this episode of The Growth Signal, host Alyssa Nolte sits down with Andy Halko to talk about why traditional marketing personas no longer work and what should replace them. Andy’s hot take is clear...static personas are a waste of time. Instead, he makes the case for “buyer twins” powered by AI that evolve, interact, and give real feedback.

If you’ve ever created a persona that ended up buried in a Google Drive and never used again, this conversation will hit home. Alyssa and Andy dig into how leaders can shift from a one-and-done persona mindset to an agile, customer-centric approach that actually drives results.

Why listen: This isn’t just theory. Andy shares a framework you can use to pinpoint your real ICP, test campaigns before launch, and avoid the common traps that make marketing generic and ineffective.

3 key takeaways:

• Static personas get outdated fast and they rarely influence real decisions.
• Buyer twins give you interactive, candid feedback before you spend time and money on campaigns.
• Narrowing your focus to the right ICP is essential if you want marketing that converts.