Summit Europe Sessions Activating Persona and Buyer Insights for Demand Creation

Activating Persona and Buyer Insights for Demand Creation

Speaker(s):  Erin Bohlin, Christina McKeon

Focus: Operationalize

Priorities: Personas and Buyer Insights

Many b-to-b organisations are adopting a persona-based approach to marketing and sales to achieve audience-centricity. Operationalising personas into campaigns requires deep buyer insights with a detailed understanding of how the buyer wants to buy. Although portfolio marketing and demand creation need to collaborate closely when leveraging persona and buyer insights in demand creation programs, this is a critical link that is often weak across b-to-b organisations, which impacts business performance. This presentation will provide the following benefits:

For marketing:

  • Learn how buyer insights inform the design and activation of demand creation programs
  • Identify ways to work closely with cross-functional marketing leadership to get buy-in and support

For sales:

  • Learn how to align internal sales process to the buying decision process
  • Identify collaboration opportunities with marketing, providing both input and validation on buyer personas and the buyer’s journey, including past buying behaviour

For product:

  • Identify ways to provide marketing with insights into buyer interaction experiences
  • Learn to collaborate with marketing on mapping the buyer’s journey, especially during the solution phase