Summary
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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