B2B Buyer Personas – No Shortcuts

Actionable buyer personas are arguably the most critical component to a B2B marketing strategy. Yet, in most enterprises, this component is either missing completely or is woefully inadequate. According to a study done in May 2014, only 15% of respondents felt they were effectively using B2B buyer personas in their marketing activities. I would posit … Continue reading B2B Buyer Personas – No Shortcuts