Model Overview Report

The B2B Buyer Persona Framework

July 5th, 2024
With contributors:
Amy Hayes , Kaitlyn Coalson , Shannon Colford , Drew Zalucky

Summary

B2C personas are often built on demographics and personal preferences, but marketers should focus B2B personas on business needs and environments. By building personas using the attributes outlined in this report, marketing can focus on clear business needs and value propositions to ensure that messaging is targeted and compelling. They can also use these attributes to build persona profiles that can be activated across the buyer’s journey, rather than an interesting but vague picture of the organization’s buyers. In this report, we describe the types of information required to build B2B buyer personas.

Want to read the full report?

This report is not available for purchase at this time.

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.