HomeResearch Articles Building Personas: Selecting an External Provider

Building Personas: Selecting an External Provider

  • When a b-to-b organization outsources persona development, the provider must follow a methodology that aligns to the SiriusDecisions B-to-B Persona Framework
  • Pay particular attention to whether the provider has b-to-b expertise and experience, as persona attributes and requirements are very different from those in b-to-c
  • Since persona insights touch many product, sales and marketing activities, make sure the proposal includes a sufficient number of interviews for statistical validity
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