How To Report

Build Better Personas With Advanced Data-Gathering Techniques

September 8th, 2020


Understanding buyers has become a competitive advantage for many B2B organizations. Talking directly to buyers and conducting primary research are important ways of gathering persona insights, but they should be supplemented. B2B portfolio marketers must go beyond traditional ways of gathering insights and consider advanced methods to obtain more robust data to solidify a deep understanding of each persona. In this report, we share traditional and advanced techniques for gathering data to help portfolio marketers develop more relevant and actionable personas.

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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.