Conducting A Buyer Audience Framework Planning Session

June 27th, 2024

With contributors:

Amy Hayes , Beth Caplow , Barry Vasudevan , Barbara Winters , Nicky Briggs , John Buten , Brittany Viola , Aidan Doyle , Drew Zalucky

Summary

Many B2B organizations attempt to “appeal to the masses,” by pursuing buyers of all kinds with generic, standardized content. Audience prioritization is a key step in go-to-market planning yet is often overlooked or lacks cross-functional alignment. Well-defined target audience segments are critical as they inform customer-centric messaging, content, and campaign strategies. The buyer audience framework planning process requires shared insight and alignment across sales, marketing, and product teams. This report outlines the role of portfolio marketing before, during, and after a buyer audience framework planning session.

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