Gartner Research

Tech Go-to-Market: Creating Personas for Business Buyers

Published: 08 July 2016

ID: G00307741

Analyst(s): Derry Finkeldey , Christine Adams


Business buyers of technology bring distinctly different expectations, perspectives and needs to the buying journey compared with their IT counterparts. Personas can be an effective tool for TSP product marketers to use to empower sellers to understand what value looks like for business buyers.

Table Of Contents
  • Key Challenges



  • Know Your Ideal Customer
    • Do Your Research
    • Answer These Questions
    • Know Me, Know My Industry
  • Develop a Template
  • Pilot With Marketing and Sales
  • Do Not Use Personas in a Vacuum
  • Use and Review Personas Regularly

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