Matt Wilkinson

Matt Wilkinson built his first buyer persona in 2013, the week after someone handed him Joe Pulizzi's Epic Content Marketing. It was sent to a client and rusted away on a hard drive. He has been trying to get buyers out of folders and into decisions ever since.

He is the founder of Strivenn, where he builds grounded synthetic customers for marketing teams in life science and complex B2B, and the author of The Buyer in the Loop, published July 2026 with a foreword by Mark Schaefer and endorsements from Ann Handley and Joe Pulizzi.

He holds a PhD in Chemistry, an MBA, and is a Visiting Fellow at Cranfield School of Management, where he supervises Strategic Marketing MSc students and tutors eMBA candidates. He is a BSI-qualified AI Management Practitioner and co-hosts the podcasts A Splice of Life Science Marketing and AI in the UK.