Roadmap Report

An Action Plan And Timeline for Building B2B Buyer Personas

January 1st, 2018
Barbara Winters, VP, Principal Analyst
Barbara Winters VP, Principal Analyst
John Buten, Principal Analyst
John Buten Principal Analyst
John Buten, Principal Analyst
John Buten Principal Analyst
With contributors:
Paul Ferron , Amy Hayes , Barry Vasudevan , Beth Caplow , Katie Fabiszak , John Buten , John Buten

Summary

Successful persona development requires executive sponsorship, a robust project plan and a detailed information-gathering process. Internal knowledge is no substitute for face-to-face research with buyers to discover their challenges, initiatives, and priorities. This effort requires collaboration among multiple functions and roles to produce a composite likeness of each persona. In this report, we outline a four-part action plan and timeline for marketers to build B2B buyer personas.

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