B2B Buyer Persona Interview Guide

September 24th, 2021

Barbara Winters VP, Principal Analyst

John Buten Principal Analyst

Beth Caplow VP, Principal Analyst

Katie Fabiszak Principal Analyst

Paul Ferron VP, Research Director

Amy Hayes VP, Research Director

Barry Vasudevan VP, Principal Analyst

Summary

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.

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