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Rethinking Target Personas: Moving Beyond the C-Suite

Build B2B target personas around buying roles, customer needs, and decision criteria. Identify champions, users, evaluators, and budget owners.

Customer Engagement

2 min read

Three distinct paper designs in matching envelopes, illustrating tailored B2B messages.

Practical B2B Personalization: Make Marketing More Relevant

Use buyer roles, needs, and accurate information to make B2B marketing more relevant. Start with focused segments, useful content, and measured tests.

Customer Engagement

2 min read

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