Summary
In this course, you’ll learn how to create actionable personas and buyer journeys based on buyer insights while using key Forrester models and frameworks — including the Forrester B2B Persona Attribute Model, Forrester’s B2B Buyer Persona Framework, and Forrester’s B2B Buyer’s Journey Map Framework. The course takes 3 to 4 hours to complete and includes a series of short lessons (typically under 30 minutes each), a final project, and an exam. When you finish the course, you’ll have a completed template to guide you through the key activities to curate buyer insights and plan effective journeys.
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