Gartner Research

Developing Segments and B2B Personas With Specific Use Cases in Mind

Published: 11 February 2019

ID: G00377751

Analyst(s): Suzanne White


Broad-based segments and B2B personas are ineffective without specific purposes or use cases in mind. Technology product marketers should develop segments and personas with specific use cases and objectives in mind to maximize the ROI for their development efforts.

Table Of Contents
  • Key Challenges



  • Map the Boundaries and Expectations of the Segmentation Strategy
  • Define Use Cases for Segments and Personas
  • Apply a Segmentation Approach Suited to a Desired Outcome
  • Collect and Apply Relevant Attributes to Increase Persona Value
  • Summary

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Purchase this Document

To purchase this document, you will need to register or sign in above

Become a client

Learn how to access this content as a Gartner client.