Gartner Research

Creating Buyer Personas: Bad, Good, Better and Best

Published: 31 October 2019

ID: G00450602

Analyst(s): David Yockelson

Summary

Most tech organizations conflate the concepts of “persona” and “buying team role,” resulting in too many personas and inaccurate buying team information. Product marketers can apply the appropriate definitions and methods to get this right and more effectively drive consensus across buying teams.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Establish the Distinction Between Buying Personas and Buying Team Roles Internally
  • Research How and Why Offerings Are Sought and Then Determine Appropriate Personas
  • Interview Customers and Noncustomers via Third Parties
    • How Many Interviews Does It Take to Discern a Persona?
  • Educate Your Teams to Use the Right Marketing Messages and Assets at the Right Time in the Sales Cycle

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