Spiceworks: Driving Persona-Based Demand Creation

January 1st, 2018

Carrie Rediker

Summary

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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