B2B Buyer Persona Interview Guide

B2B marketing leaders striving to create a more buyer-centric go-to-market strategy must recognize the need to better understand the personas involved in the purchasing decision process. Using a standardized, diagnostic approach to gathering persona insights is an important first step to aggregate findings at the job role “archetype” level recommended for B2B buyer personas. In this report, we outline a B2B buyer persona interview guide — a framework for conducting primary research and collecting the information required to build a persona-based buyer knowledge foundation in a consistent manner.