B-to-B Personas and Buying Cycles
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Marisa leads SiriusDecisions’ Product Marketing and Management (PMM) service delivering research and advice to help product marketers and managers succeed.

Date: Wednesday, 20 February, 2013

11:30 a.m. – 12:30 p.m. EST
4:30 p.m. – 5:30 p.m. GMT

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While the traditional type of persona exercise works for consumer-based marketing, advertising and Web design, much of its content isn’t relevant to understanding b-to-b buyers. In b-to-b, where buying behavior is phased (buying cycles), highly complex and inclusive of multiple individuals with different requirements (buyer roles), what matters are the key attributes required to inform marketers, sales and product management on what b-to-b personas need to facilitate their buying process.

In this new Webcast titled, "B-to-B Personas and Buying Cycles" SiriusDecisions will explore the following:
  • An understanding of how personas are used in b-to-b messaging, content strategy and market definition
  • A template for defining a b-to-b persona and the key attributes that must be identified to build them effectively
  • Examples of best-in-class personas
  • Actionable guidance on how to create and leverage persona-based content assets and tactics to influence decision-making
  • A persona-based content framework to enable inbound marketing
  • Tips for finding the right watering holes to drive precise, on-point messaging and relevant campaigns


Marisa Kopec

Pat McAnally
Pat is a seasoned marketing executive with more than 20 years of experience in product and solutions marketing, sales enablement, thought leadership and analyst relations.