Buyer personas are one of the top ways by which B2B marketers better understand their audiences’ needs for content creation purposes, according to recent research. Indeed, a new study from Cintell – based on a survey of 137 B2B marketers – indicates that personas are most often used for messaging purposes. So how do marketers go about building those buyer personas – and what data are they using?
The Cintell study segmented respondents into 3 groups: those who exceeded lead and revenue goals (22% of the sample); those who met those goals (49%); and those who missed them (29%). Among the respondents (and it should be noted that segmenting them into 3 groups results in small sample sizes for each group), those exceeding their goals were more likely than the rest to have documented personas and to have updated their personas within the previous 6 months. Read the rest at MarketingCharts.