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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