Personas and B2I Survey. We sought to answer the questions: Are B2B services and solutions companies using Personas? What is the success rate? And, what are the challenges and obstacles marketers face?
We surveyed 194 marketing, sales, and sales operations professionals and conducted fifteen interviews with senior marketers, sales people, and sales operations and industry experts.
Survey and interview participants came from both services firms and products and services companies.
Some of the survey results:
•Only 15% were very effective at Persona marketing in that they based their personas on research with buyers, especially qualitative research.
•With B2I, technology makes personalization at scale possible, but you must include human judgement and context to ensure success.
•More marketers today capture and use offline activity to personalize the experience.
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