58%

72% 77%

59%of B2B marketers

say they’re currentlyusing personas

say their useis increasing

“Personas aredrivers of oursegmentationstrategy”

With the growing interest in personas, B2P Partners recently conductedresearch to understand the power and potential of personas. Here’s what youneed to know:

The largest group(31%) have startedusing them only inthe last year or two.

B2Bmarketerssay theirpersonasare:

of the ineffective personasare based on NOexternal research

of the very / extremelyeffective personas ARE based onnew, external research

“Many do notunderstand orappreciate thevalue of personasand fall back onpersonalknowledge orbiases.”

Download the full research report for free at B2Ppartners.com

BUYER PERSONAS

at best"somewhateffective"

"very effective"65%

35%

But only some B2B marketersare creating effective personas.

Buyer personas are a growingpart of the B2B marketing

landscape.

The difference between effective andineffective personas reflects HOW

they are created.

The power and potential of

Source: Persona Industry Survey - B2P Partners © 2015