Kimm Lincoln of Nebo PR in Atlanta showed Groupe Speciale Mobile Association (GMSA) how to build more refined user personas to find new-registrant leads for its huge Mobile World Conference in Barcelona. Then she showed them how to convert those leads into registrations by appealing to customers at just the right time in their buyers’ journeys. Lincoln’s team identified six primary target audience segments, built several user personas with full digital profiles, and created “hyper-specific” campaigns that reached audiences at the very moment they were looking at relevant content. Results? Nearly 15 million impressions in the target audiences in the first month, more than 2,200 micro- and macro-conversions in the first month, and a 79 percent impression share among relevant searches and placements.