Gartner Research

Leverage B2B Buyer Personas to Personalize Demand Generation Programs and Engage Buying Teams

Published: 07 January 2019

ID: G00377906

Analyst(s): Suzanne White

Summary

Buyer personas designed for demand generation purposes can improve the performance and alignment of marketing and sales. Technology product marketers should use them to enable delivery of personalized messaging and content using the right channels and calls to action to engage buying team members.

Table Of Contents
  • Key Challenges

Analysis

  • Incorporate Both Enterprise and Buyer Values in Storytelling
  • Develop and Apply Buyer Personas Built for Demand Generation
    • Target Buyer Profile
    • Key Storytelling Considerations
    • Content Strategy
    • Marketing Channel Preferences
  • Drive Alignment With Stakeholders and Agency Partners
    • Communicating the Introduction and Updates to Buyer Personas
    • Training How to Apply Buyer Personas to Demand Generation Programs
    • Solicit Feedback to Keep Personas Relevant and Useful
  • Summary

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