Executive Summary (This is a document excerpt)

Technology marketers are finding that crafting messages for specific roles within a prospect organization, rather than to the company overall, does a better job at getting the attention of key buyers and stakeholders and ultimately drives leads and business growth. By creating a segmentation strategy defined by individuals' goals and attitudes, marketers can produce more targeted messages and even tune product features and packaging. This document focuses on a key part of a role-based marketing strategy — building a role profile document that describes the role's organizational position, motivational drivers, decision-making authority, and sources of influence.

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