Data Snapshot

Portfolio Marketers Are Missing The Mark On B2B Persona Activation

January 26th, 2024
Nicky Briggs, VP, Principal Analyst
Nicky Briggs VP, Principal Analyst
With contributors:
Jenna Santos , Amy Hayes , Chantelle Fynn , Drew Zalucky

There’s no point in creating brilliant personas if no one uses them. According to Forrester’s Portfolio Marketing Survey, 2023, 63% of product and portfolio marketing decision-makers rated their abilities at developing personas as either above average or best in class. However, only a quarter are activating these personas in messaging development and just 28% are doing so in content creation. If content and messaging are not being developed to resonate with specific members of a buying group, who are they being developed for? Either portfolio marketers are overestimating their capabilities, or there’s an opportunity to do a much better job of activating personas.

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