Best Practice Report

B2B Buyer Roles

January 1st, 2018

Summary

The complex B2B buying decision-making process involves many individuals, known as personas. The buyer role is a buyer persona attribute that characterizes the persona’s power level, level of participation, and decision drivers (see The Buyer Persona Framework). Understanding where and how these roles engage is vital for effective journey mapping that feeds program design and content strategies. In this report, we define the five most common buyer roles and how they participate in the buying decision-making process in various buying scenarios, using several years of data from Forrester’s biennial B2B Buying Study.

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