Gartner Research

Create B2B Technology Buyer Personas in the Context of the Extended Buying Team

Published: 24 July 2018

ID: G00368967

Analyst(s): Christy Ferguson , Derry Finkeldey , Christine Adams


Technology product marketers can drive relevance in marketing and sales activities by developing personas that take into account the enterprise context of the buyer role. This research provides pragmatic guidance to make personas impactful and to avoid common pitfalls.

Table Of Contents
  • Key Challenges



  • Know Your Ideal Customer
    • Do Your Research
    • Answer These Questions
  • Develop a Template for Personas
  • Pilot With Product, Marketing, Customer Success and Sales Teams
  • Do Not Use Personas in a Vacuum
  • Use and Review Personas Regularly

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