Vision Report

Building B2B Personas

Four Purpose-Driven Attribute Categories Enable Actionable Personas

June 29th, 2021
Barbara Winters, VP, Principal Analyst
Barbara Winters VP, Principal Analyst
With contributors:
Amy Hayes , Amy Bills , John Buten , Beth Caplow , Katie Fabiszak , Paul Ferron , Barry Vasudevan , Lisa Nakano

Summary

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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