Model Overview Report

The Forrester Persona Deployment Model

Buyer Personas Can Help Drive Audience-Centricity When The Organization Is Enabled To Apply Them

February 11th, 2022
John Buten, Principal Analyst
John Buten Principal Analyst
Barbara Winters, VP, Principal Analyst
Barbara Winters VP, Principal Analyst
With contributors:
Amy Hayes , Barry Vasudevan , Beth Caplow , Katie Fabiszak , Paul Ferron , Sara Corey , Drew Zalucky

Summary

B2B organizations understand that defining and acting on buyer personas is central to driving audience-centricity, yet many still leave these personas underutilized. To accelerate the adoption of personas, portfolio marketers should consider the goals of internal stakeholders, enable them to use personas in pursuit of those goals, and collaborate with them on applying buyer personas to progressively larger processes. In this report, we define best practices for deploying personas to ensure adoption across the organization.

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