SiriusDecisions Webcast:
Activating Persona & Buyer Insights for Demand Creation 

1-Hour Webcast Replay

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 programs, this is a critical link that is often weak across b-to-b organisations, which impacts business performance. This webcast replay provides the following benefits: 

For Marketing:

  • Learn how buyer insights inform the design and activation of demand programs

  • Identify ways to work closely with cross-functional marketing leadership to get buy-in and support

For Sales:

  • Learn how to align the 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

Sirius Decisions: Intelligent Growth


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Barry Vasudevan
Research Director
Portfolio Marketing

Simon Jones
Research Director
Demand Marketing