Best Practice Report

B2B Personas: Customer Role Attributes

January 1st, 2018


Marketers must understand the shift in perspective that happens once a buyer becomes a customer. Define customer roles based on the B2B persona template, adding elements to accommodate the viewpoint of individuals inside the customer lifecycle. Understand which roles are involved at each lifecycle stage, as well as their touchpoints and interaction preferences.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

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.