HOW TO: Create buyer personas

It’s essential B2B marketers understand their audience in order to create marketing campaigns that cut through the noise and ultimately drive sales. Joseph Livingstone, head of content at Axonn Media, outlines how to successfully create B2B buyer personas

How do you create buyer personas? Much has been written by marketers in an effort to answer this question. If you’re new to the concept of persona profiling and have opted to do it all in house, it won’t take long to establish there is no simple answer or fool-proof approach. Thorough research and close examination of your findings is essential if you’re going to gain any real insight into your customers’ behaviour.