While buyer personas are unique to each company, they all focus on the role each buyer has in making purchasing decisions. And as the role of the B2B buyer broadens, buyer personas are become more detailed and complex. The proliferation of mobile access and evolving content consumption patterns are also driving changes in persona development.
Today’s B2B buyer personas extend beyond attributes such as job title, industry and company size, and can be tailored to an individual buyer all the way up to a large enterprise. Modern buyer personas are designed to discover how, when and why buyers come to their decisions. Grouping buyers based on beliefs, priorities, goals, preferred channels and previous purchases allows marketers to gain a more accurate read on how they can help solve a certain problem.
- Published in Industry Insights