Three personas: (1) Marketing Manager / CMO — fights platform lock-in, must prove ROI, juggles fragmented tools; values straightforward tools and fast decisions. (2) Lead / Technical Product Manager — cumbersome platform, non-existent support, needs reliable customer insights and to "do it once, properly". (3) Owner / Founder — limited time and cash, no structured marketing process, wants a trustworthy brand and predictable growth without another job on their plate.