Many b-to-b organizations are adopting a persona-based approach to marketing and sales to achieve audience-centricity. Operationalizing personas into campaigns requires deep buyer insights with a detailed understanding of how the buyer wants to buy. Although portfolio marketing and demand creation need to collaborate closely when leveraging persona and buyer insights in demand creation programs, this is a critical link that is often weak across b-to-b organizations, which impacts business performance.
Home » Resources for the Product Management Leader » Activating Persona and Buyer Insights for Demand Creation Webcast Replay
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