The Definitive Guide to Buyer Personas

Building a buyer's persona — B2B or otherwise — is never a single person's job. It's an effort across teams and fueled by user research. Everyone needs to be on board, collaborating and providing the insights they can. Account executives and sales teams have a great understanding of the initial target audience. The marketing team should start there while also conducting persona interviews and brainstorming based on that feedback. When everyone signs off on a finished persona report, its accuracy and success continue to impact sales as much as marketing.