Model Overview Report

The Forrester Buyer Persona Continuum

A Simple Three-Step Process To Ensure Buyer Personas’ Impact On Your Business

July 16th, 2021

Summary

Buyer personas are the cornerstone of building buyer empathy and becoming a buyer-centric organization. To ensure persona success, portfolio marketers must carefully prepare, engaging functions across the organization to align them on the right buyers. They also must follow through by showing other functions how to use buyer personas to create more effective, buyer-centric sales and marketing programs. In this report, we describe the Forrester Buyer Persona Continuum, which situates the development of buyer personas within a broader process for companies developing personas for the first time or seeking to deepen their impact.

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