B2B marketing leaders are taking up the gauntlet for more personalized, valuable engagement, which their empowered customers have thrown down. They are using tools from B2C marketers to help make the pivot to customer obsession, but B2B marketers still struggle to operationalize their personas and get stymied by the complexity of buyer journey mapping. This report explains why these techniques are becoming an increasingly important part of the B2B marketing toolkit and provides guidelines and templates to accelerate B2B marketers' journey to customer obsession.