The most significant challenge B2B marketers face is in effectively communicating with target audiences and prospective buyers. While we all have goals and objectives for lead generation, brand development, and customer experience as examples, the overarching challenge is making the right decisions to achieve them.
Goals become more complicated to achieve as evolving marketing technology continues to promise an opportunity to target more specifically and create unique customer experiences buyers demand.
B2B buyer personas provide a foundation for accomplishing the research and development of effective online marketing campaigns designed to achieve strategic marketing objectives.