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Personalities Trump Personas in B2B - by @barnes_hank
"But in B2B, that is much harder. First, you aren’t dealing with individuals making a buying decision, you are dealing with teams. CEB (now Gartner) finds that 6.8 people are involved in B2B buying decisions. For technology related purchases, it’s even higher. Gartner research shows between 6 and 8 people actively involved and another 5-6 occasionally involved. That is a lot of people and personalities. And it is nearly impossible to find a segment where you will find the same aspirations for specific CIOs, business unit leaders, and other roles. Further, appealing to individual personas could create conflict when these teams get together to build consensus."
go-to-market  b2b  buying  enterprise  personality  mobilizers  persona 
5 weeks ago by jonerp
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