Case Study

Spiceworks: Driving Persona-Based Demand Creation

January 1st, 2018
Carrie Rediker, null
Carrie Rediker


Many companies are on a journey to operationalize personas, improve their Forrester Demand Waterfall® performance, and implement predictive analytics to improve marketing performance. Spiceworks has incorporated all three of these priorities into a cohesive persona-based strategy. In this case study, we describe how Spiceworks’ renewed focus on personas has led to better cross-functional collaboration, improved the organization’s Demand Waterfall conversions, accelerated pipeline creation, and allowed for more efficient content creation.

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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.