Connecting Personas To Contacts In The Database

January 1st, 2018

Julian Archer

Summary

For B2B marketers, parsing various personas in a contact database can be difficult, often because they don’t know how to distinguish them or because the contact records lack the required data quality. Marketing operations leaders must implement a tagging process to help the organization connect personas to contacts to drive more efficient and effective demand creation and customer marketing activities. In this report, we describe why tagging personas to actual contacts is important, explain how to identify critical persona details, and outline options for persona assignment.

Want to read the full report?

This report is available for individual purchase ($1495).

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.