Vision Report

Revive B2B Personas To Unleash Their Power And Ignite Marketing And Sales Success

Collaboration And Flexibility Are Key To Relevance And Modernization

February 2nd, 2024
With contributors:
Amy Hayes , Amy Bills , Kaitlyn Coalson , Shelby Muschler , Drew Zalucky


Forrester’s Portfolio Marketing Survey, 2023, reveals that practitioners at high-performing organizations are four times more likely than their lower-performing counterparts to have defined buyer personas for more than three quarters of their offerings. However, many revenue teams indicate that persona profiles aren’t consistently leveraged or impactful. In this report, we illustrate the common challenges that prevent personas from fulfilling their true potential, why they are and will remain relevant, and how portfolio marketers can orchestrate a more collaborative and closed-loop process with revenue teams to collect persona insights, purposefully package personas, and intentionally deploy persona profiles.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.