Personas: The Data That Matters For Segmentation

January 1st, 2018

Julian Archer

Summary

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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