Published: 10 May 2023
Developing personas can help B2B digital marketing leaders better understand and act on their buyers’ behaviors and drive purchase decisions. Follow the critical steps outlined in this research to build high-impact personas for demand generation.
Buyer personas capture important information about the identifying characteristics and motivations of individuals who have influence over specific moments in the customer journey. They serve as valuable customer understanding tools that provide digital marketing leaders with the insights necessary to drive customer acquisition and growth.
Personas that contain a laundry list of high-level facts with little value to better understanding customer values and motivations are often less effective and less useful by different roles across the organization.
Actionable buyer personas should be created using primary research that leverages voice of the customer (VoC) data through a variety of
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