Model Overview Report

The Forrester Buyer Persona Continuum

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

March 15th, 2024
Barbara Winters, VP, Principal Analyst
Barbara Winters VP, Principal Analyst
With contributors:
Amy Hayes , Kaitlyn Coalson , Drew Zalucky

Summary

Buyer personas form the cornerstone of buyer empathy and a buyer-centric organization. To ensure persona success, portfolio marketers must carefully prepare by engaging functions across the organization to align them with the right buyers. They also must follow through by enabling other teams 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 creating them for the first time or seeking to deepen their impact.

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