Buyer personas have been a staple of B2B marketing for a number of years. But many B2B marketers lack a formal process for developing personas, and they are still relying on hunches about their target customers rather than data.
As a result, a vast majority (83%) of B2B marketers say that their buyer personas are only "somewhat" effective, according to a study from the ITSMA. While 80% of respondents expected to see higher conversion rates with buyer personas, only 39% saw their conversion rates increase.
- Written by Brian Anderson, Associate Editor
- Category: Marketing Analytics
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