Developing consumer personas can create better leads and improve returns, but marketers won't see success if the profiles are not rooted in good data, Jayson DeMers writes. Personas can also break down if they don't interpret data meaningfully or aren't aligned with sales goals. "Is it possible to map a buyer when the B2B buying cycle is long, intense, and multi-faceted? The answer is yes," he writes.
Effective customer personas for B2B marketing