Vision Report

Building B2B Personas

Four Purpose-Driven Attribute Categories Enable Actionable Personas

June 29th, 2021


Personas are a critical component of a successful go-to-market strategy. To drive audience-centric marketing, organizations must create personas designed to be educational and actionable for their marketing and sales partners across the organization. Buyer and customer personas are different but related — and both are important to understand due to the cyclical nature of the relationship as buyers become customers. In this report, we introduce the Forrester B2B Persona Attribute Model, which organizations can apply to create actionable buyer and customer 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.