Many B2B marketers have developed buyer personas, also known as customer personas, for key individuals or roles in the buying journey. However, most still segment companies on the basics of basic firmographic facts. This segmentation approach misses a core insight about the nature of B2B buying and change.

Gartner identified four meaningful B2B enterprise buyer personas, spanning across purchase categories and industries, that are highly likely to shape multiple buying decisions at the same company.

Download the B2B Buyer Personas research to: 

  • Identify which of Gartner’s four enterprise change readiness profiles best fits each of your target accounts
  • Enhance your understanding of target customers and accounts
  • Tailor your segmentation, demand generation and account growth for each B2B buyer persona