FinancialContent NewtonX Announces the First B2B Synthetic Personas Solution, Giving Enterprise Teams On-Demand Buyer Insights Built on Identity-Verified Professional Data

That’s where things go wrong, because consumers and businesses make purchasing decisions differently. Most B2B buyer persona templates fail because they’re recycled B2C frameworks that ignore buying committees, decision criteria, and objections. You acknowledge that such transfers may occur, and that any acquirer of UserFeedback may continue to use your personal information as set forth in this policy. A cookie is a string of information that a website stores on a visitor’s computer, and that the visitor’s browser provides to the website each time the visitor returns. UserFeedback may display this information publicly or provide it to others. For example, we ask visitors who comment on our blog to provide a username and email address.

LinkedIn is powerful for networking, but only if your outreach feels personal and relevant. The Buyer Insights series includes interactive reports and custom data cuts that allow you to explore buyer behavior by industry, region, role, persona, and company size. Forrester Buyer Insights reports are based on a consistent, multiyear research program with a large global sample, enabling reliable comparison over time and across segments — rather than point‑in‑time snapshots.

This empathetic, deeper understanding allows you to effectively market and sell not just a product or service, but a solution that genuinely resonates with the buyer’s reality. They bridge departmental silos and foster a unified approach centered on genuine customer understanding. Applying a B2C approach to B2B buyer persona development often leads to superficial profiles that fail to capture the critical professional dynamics influencing purchasing decisions.

Use these content pillar examples to guide your brand’s approach to effective social media messaging. These companies may have different audience segments for other targeting efforts. For instance, some decision-makers in a market segment may be more likely to open an email marketing newsletter than to click on a social media ad.

Give both teams the same tools and screens so they can track customer progress and work together. The marketing and sales teams should work together on goals they both care about, like getting leads, making content, and figuring out who to target with campaigns. For instance, during the consideration phase, provide case studies or demos that are specific to the industry. To make personalized communication plans, use what you learn from journey mapping.

Your personas should inform what information you’re serving and how you deliver it to your audience at every stage of the buyer’s journey. After spending a signficant amount of time researching your ideal customers and developing your buyer personas, it’s imperative that you start leveraging them throughout your marketing and sales processes. • Cost of solutions • Outages or failures of business operations • Ability to manage the budget and generate return on investment • Troubleshooting across teams Likewise, any potential investment should enhance or work in tandem with their existing operations versus require extra work from them or the teams they manage. How They're Measured • Cost of solutions• Outages or failures of business operations • Ability to manage the budget and generate return on investment • Troubleshooting across teams

By pulling in data from multiple sources and analyzing the attributes B2b buyer personas of your best customers and the actions they take, it will provide a clear insight into the kinds of leads you should be targeting. Repeat steps 1-4 for each customer segment you want to create until you’ve covered all bases and have a persona for each type of customer you want to target. If this is the case, you’ll need to create more than one B2B buyer persona because it’s highly likely that these two different segments will have differing wants and needs. Reveal can provide a comprehensive view of what commonalities your best leads might share, but it’s always good to pare this with information that comes straight from the horse’s mouth—a.k.a.

Persona 1: Tech Solutions Procurement Officer

"My main focus is creating memorable and enjoyable experiences for our customers, whether it’s creating new attractions or maintaining existing ones." They have experience producing long-standing attractions for museums and amusement parks as well as one-off events and facility upgrades for corporate clients. These details help revenue teams better understand what motivates a buyer and how to position their solution effectively. Sales, marketing, and customer success teams often provide valuable perspective on the people they interact with throughout the buying journey.

B2B buyer personas are important because they enable you, as a marketer, to position your solution — and speak to your prospects — in a manner that resonates. Your understanding of Michelle today may not be the same as it was when your solution initially launched. Continuing with our example of the email marketing software company, let’s say Compose was initially launched as a solution for solo entrepreneurs like Michelle. With changes in your solution, of course, come changes in your personas. Whether maturation means addressing more use cases, focusing on a specific set of industries, or something else entirely, your solution should be adjusted accordingly.

Tony Ulwick's Outcome-Driven Innovation approach reports an 86% success rate for innovation projects using this methodology. These capabilities support more accurate persona targeting and reduce friction in lead capture. Breeze Intelligence provides data enrichment from 200 million+ buyer and company profiles, buyer intent identification, and form shortening with auto-fill. Whitehat SEO's HubSpot onboarding process typically includes comprehensive persona setup as a foundation for all subsequent marketing automation. HubSpot's persona functionality allows marketing teams to segment contacts, personalise content, and automate campaigns based on these profiles.

They start with problem identification, shift to solution evaluation, and narrow to vendor comparison. It’s who provides adequate content for every stakeholder at every buying stage. Founded in 2011, we run the world's largest HubSpot User Group and help businesses across the UK, Europe, and beyond to grow through data-driven digital marketing. For B2B companies seeking expert guidance, Whitehat SEO offers comprehensive marketing services including persona development, HubSpot implementation, and ongoing optimisation. Use HubSpot's built-in Persona property to document your findings and begin segmenting your database.

• For many B2B organizations, a single ICP may include multiple buyer personas across different buying roles.
• Our approach focuses on measurable outcomes, driving efficient conversions and quality leads.
• Your solution is useful to all kinds of different people.
• This helps marketing and sales teams tailor messaging and outreach effectively.
• The key to selling B2B products and services is to think of the process holistically and work to improve your approach over time.
• A persona built on assumptions or a retrofitted B2C template gives your team false confidence pointed in the wrong direction.

Brand awareness is a key target for increased investment among B2B marketers. If this decrease continues, consider which strategic opportunities other marketers are forgoing and how I could capitalize on that shift. However, the number of marketers targeting Boomers and Gen X (anyone born before 1981) has collapsed. HubSpot’s Blog team conducted research and ran surveys to understand the challenges, opportunities, and initiatives that B2B marketers face in 2025.

The Financial Reality: What Poor Persona Work Costs B2B Companies

Now that you understand how B2B SEO marketing works, you’re ready to start putting together your strategy. Then, enter the keywords related to the pages you’re trying to build links for. And part of your distribution strategy should be to use email outreach to encourage others to link to your site.