Model Overview Report

The Forrester B2B Customer Persona Framework

April 26th, 2021


Just as the post-sale customer lifecycle differs from the buyer’s journey, customer personas differ from buyer personas. Once prospects become customers, their relationship with a selling organization changes. Customers no longer need to understand why they should buy a particular product or solution — they need to know how to best achieve the maximum value from what they’ve purchased, ideally leading to loyalty, advocacy, and growth. In this report, we describe the elements of best-in-class customer personas that enable organizations to effectively develop messaging that drives engagement, loyalty, retention, and advocacy within the customer base.

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