Gartner Research

Improve Lead Generation by Defining and Targeting Enterprise Personas

Published: 20 June 2018

ID: G00347827

Analyst(s): Noah Elkin


B2B marketing leaders often rely on ineffective segmentation approaches focused on reaching individual buyers. With buying decisions increasingly committee-based, marketers must leverage enterprise personas to deliver marketing messages that drive higher-quality (and quantity) leads.

Table Of Contents
  • Key Challenges



  • Make Segmentation Actionable by Defining an Enterprise Persona
    • The Components of an Actionable Enterprise Persona
    • Define Alternative Enterprise Persona Perspectives
  • Apply the Enterprise Persona to the Customer Journey
  • Enhance Your Enterprise Persona With the Context of the Extended Buying Team
    • Know Your Ideal Customer

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