Roadmap Report

An Action Plan And Timeline for Building B2B Buyer Personas

January 1st, 2018


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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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.