The Synthetic Customer Strategy for High-Performing Campaigns
with Matt Wilkinson, Founder of Strivenn
Audio Only
Episode Description
Imagine never losing sight of your buyer’s needs, no matter how complex the campaign. In this StrategyCast episode, learn how synthetic customers can transform your approach, pressure-test your messaging, and help you create high-performing campaigns that win trust!
Listen & Learn
- Discover how synthetic customers improve messaging accuracy and impact.
- Learn why Personas often fail during campaign execution.
- Understand the difference between ICPs and buyer Personas.
- Get practical strategies for grounding synthetic customers in real research.
- Find out when not to trust AI-driven customer models.
- See how synthetic customers stress-test campaigns before market launch.
- Explore hurdles to AI adoption within marketing organizations.
- Hear how synthetic customers can build buyer trust with authentic messaging.
Guest Bio
Matt Wilkinson is the founder of Strivenn, a life science marketing and commercial strategy consultancy helping biotech, diagnostics, and tools companies connect strategy to measurable commercial growth. He works at the intersection of AI, marketing science, and buyer intelligence – and is best known for his work on synthetic customers: queryable representations of real buyers that keep campaigns anchored to the customer throughout the commercial process.
Matt holds a PhD, an MBA, and is a British Standards Institute AI Management Practitioner under ISO/IEC 42001:2023. He holds a Visiting Fellowship at Cranfield
School of Management and serves on the board of the Association of Key Account Management.
He is based just outside London.
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