Highlights from recent B2B industry survey about the use (and abuse) of personas. Full survey report available for free at www.B2Ppartners.com/#personasurvey

1. 58%
72% 77%
59%
of B2B marketers
say they’re currently
using personas
say their use
is increasing
“Personas are
drivers of our
segmentation
strategy”
With the growing interest in personas, B2P Partners recently conducted
research to understand the power and potential of personas. Here’s what you
need to know:
The largest group
(31%) have started
using them only in
the last year or two.
B2B
marketers
say their
personas
are:
of the ineffective personas
are based on NO
external research
of the very / extremely
effective personas
ARE based on
new, external research
“Many do not
understand or
appreciate the
value of personas
and fall back on
personal
knowledge or
biases.”
Download the full research report for free at
B2Ppartners.com
BUYER PERSONAS
at best
"somewhat
effective"
"very
effective"65%
35%
But only some B2B marketers
are creating effective personas.
Buyer personas are a growing
part of the B2B marketing
landscape.
The difference between effective and
ineffective personas reflects HOW
they are created.
The power and potential of
Source: Persona Industry Survey - B2P Partners © 2015