The Buyer Audience Framework

January 1st, 2018

Summary

When a B2B organization brings its offerings to market, it must create a strategy to target specific market segments, as well as buying centers, buying groups, and personas. Without this level of specificity, sales coverage may drift off course, and marketing may steer campaigns and launches toward the wrong targets or audiences, which ultimately results in underperformance. In this report, we take a deep dive into the Forrester Buyer Audience Framework, which helps organizations define target audiences to improve go-to-market effectiveness.

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