Using B2B Personas to Optimize Web Conversion

January 1st, 2018

Summary

Many B2B Web sites are offer-focused rather than buyer-centric, placing them at odds with empowered buyers' search for information that addresses their interests and needs. Marketers use personas to understand buyer characteristics and preferences when developing products, messaging and content, yet rarely apply this approach to Web properties. A persona-based Web conversion optimization strategy provides a live testbed for discovery, experimentation, validation and iteration of buyer personas.

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