HomeResearch Articles B-to-B Personas: Best Practices for Using Personas to Improve Buyer-, User- and Customer-Centricity

B-to-B Personas: Best Practices for Using Personas to Improve Buyer-, User- and Customer-Centricity

Gaining a better understanding of buyer, customer and user needs is a key priority for product marketing and product management teams. Insight about b-to-b buyers can improve messaging, content, sales enablement and campaigns, and insight about users ensures that the products and solutions being developed will please the user audience within prospect and customer organizations. Many b-to-b organizations look to personas to enforce audience focus, though teams often struggle in their attempts to develop and leverage personas. In this forum, we addressed critical questions such as:
  • How should personas be defined, and for which roles should personas be created?
  • What are the right elements and attributes to include in persona definition?
  • How can personas be used to drive interlock across product, marketing and sales?
  • What advanced techniques do best-in-class organizations use related to personas?

This forum was presented in Toronto.

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