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Sharpen Buyer Personas To Drive Impact

Marketers at the security software provider Delinea were well versed in the company’s products but lacked a clear understanding of who their buyers are. Wanting to change this, Vice President of Product Marketing Jayson Gehri turned to Forrester. Gehri explains in this video how using Forrester’s B2B Buyer Persona and Messaging Nautilus® frameworks enabled his team to home in on their target personas, better understand their decision–making, and craft resonant messaging. 

We were able to think about, ‘What is important about the buyer persona?’ Not just their demographics — but really what drives their buying decisions. It’s a transformational change.

— Jayson Gehri
Vice President of Product Marketing, Delinea

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