Role Connections Report

Activating Personas For Demand

July 6th, 2018
With contributor:


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:

Want to read the full report?

This report is not available for purchase at this time.

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.