1. To build effective modern B2B marketing personas, marketers should use persona maps to formalize existing knowledge from sales, marketing, and product teams about customers. 2. Personas should be based on real market research like interviews with customers, not just assumptions, to avoid being at the mercy of vocal voices within the company and to understand why deals are won or lost. 3. Personas should be humanized by conducting interviews with customers and using their quotes and recordings to make personas and insights more realistic for colleagues.