Gartner Research

Construct B2B Personas to Improve Demand Generation

Published: 14 January 2020

ID: G00465594

Analyst(s): Noah Elkin


Developing a persona framework can help marketing leaders in B2B organizations better understand their buyers’ behaviors and engage with them more effectively. Follow the critical steps outlined in this report to build high-impact personas for demand generation.

Table Of Contents
  • Key Challenges



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

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