Prioritizing Buyer Personas

January 1st, 2018

With contributors:

Amy Hayes , Barry Vasudevan , Beth Caplow , Barbara Winters , Katie Fabiszak , John Buten

Summary

In a persona-based marketing approach, there is never enough time or money available to target every conceivable buyer persona. So, when moving to a persona-based approach, one of the biggest challenges is deciding which personas to target. Portfolio marketers have primary responsibility for defining buyer personas. Develop a fact-based framework that prioritizes and selects personas as part of a go-to-market architecture. In this report, we present a three-step approach to prioritizing and selecting the buyer personas that will drive the greatest business value for the organization.

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