Gartner Research

B2B Multichannel Marketers Must Accelerate Persona Targeting

Published: 09 October 2015

ID: G00277439

Analyst(s): Adam Sarner

Summary

A recent Gartner survey found that B2B multichannel marketing is poised to mature. B2B marketers can gain a competitive advantage by matching their B2C counterparts with enriched persona data to target narrower segments with better tailored content.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Better information about their audience will allow B2B multichannel marketers to better target personas
  • The maturing of multichannel marketing will enable B2B marketers to better target content for those personas
  • Multichannel marketing will force B2B marketers to improve their analytics capabilities

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