Recent surveys show that many marketers are already using buyer personas to help inform activity like content marketing. In a March 2016 survey of US marketers by Pan Communications, 64% of respondents said they had built their content marketing plan using a buyer persona approach.
Buyer personas are playing a key role in the B2B sector, where many are using them to help with content segmentation, a discipline where marketers match their content creation efforts to different groups of target customers. A July 2016 survey of the B2B Technology Marketing Community on LinkedIn found that one-third of respondents had utilized a buyer persona for content segmentation, the second most popular answer.
When it comes to how B2B organizations construct buyer personas, most rely on a variety of research sources. In a September 2016 study by Annuitas, more than 60% of B2B enterprise marketers surveyed said they used secondary research from analysts or sales team recommendations to develop buyer personas, the two most popular answers. Another 54% said they relied on current customer interviews, while approximately 52% used marketing team recommendations. Read the rest at eMarketer.
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