Best Practice Report

Personas: The Data That Matters For Segmentation

January 1st, 2018

Summary

Increasingly precise demographic and firmographic data can be used to identify personas in the contact database in a way that supports segmentation. Because data is rarely perfect, organizations must form detailed plans to overcome potential pitfalls in completeness, accuracy, and availability. Establish a process to update persona definitions in the database over time to account for the fluidity of attribute changes.

B2B marketing organizations often find that an abundance of attributes can potentially define buyer personas (see The B2B Buyer Persona Framework). However, they struggle to contextualize and interpret these attributes to determine which ones really matter and should be used to connect personas to database contacts (see Connecting Personas To Contacts In The Database). In this report, we define three levels of persona attributes that can be captured in a structured way to support persona segmentation in the contact database.

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