Activating Personas For Demand

July 6th, 2018

Barry Vasudevan VP, Principal Analyst

Rani Salehi Principal Analyst

With contributor:

Laura Cross

Summary

Understanding what drives B2B buyers to make a purchase is essential to creating effective marketing campaigns, content, and integrated programs. Developing buyer insights and operationalizing them requires interlock and collaboration between demand marketing and portfolio marketing teams. As the experts on markets and buyers, portfolio marketing must provide the critical inputs demand marketers need to create programs that work. In this report, we examine key buyer insights deliverables and describe how to incorporate them into program planning to ensure demand execution is informed by buyer needs, behaviors, and preferences. The following specific topics are covered:

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