Roland: Developing Personas – B2C in a B2B World

Speaker:

Russell Morgan O’Sullivan
Digital Marketing Manager
Roland UK
Russell is Digital Marketing Manager for Roland UK and has over 13 years of experience within digital and online roles. As Content Strategist within one of the UK’s largest insurance comparison sites, he spearheaded both content delivery and SEO strategies within an aggressively focussed market and since moved on to work across varied FMCG companies. In the last 18 months he has joined Roland UK, (manufacturer of musical instruments) where he has developed a 3 year marketing strategy, become part of Roland’s Global Web Strategy Committee and launched a new website that is 100% customer focused.


Roland is actually a B2B company, yet their interaction has to be B2C. They had to build personas in order to reach the customer directly. Roland has 450+ products – if something can make music they’ll make it. They’re the biggest seller of electronic drumkits in the UK.

User testing is great, but extremely frustrating. Some users require the most simple of tasks but really opened their eyes on how to improve the site.

“Innovation distinguishes between a leader and a follower” – Steve Jobs.

Note: much detail is in Russell’s slides which will be available soon

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