Best Practice Report

Balance Campaign Tactics Between Buying Group And Persona Needs Efficiently

July 6th, 2023
David Parry, null
David Parry
With contributors:
Laura Koetzle , Barry Vasudevan , Jenna Santos , Julia Swerdlow , Helen Gilroy-Powell , Demi Starks


It’s a challenge for most B2B marketing organizations to design and deliver campaign programs and tactics that meet every individual buying group member’s needs. Marketing leaders can design campaigns with a data-driven approach that aligns available resources with business objectives. This report explains how to use Forrester’s Buyers’ Journey Survey data to design campaigns with the optimal level of audience-centricity.

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