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.