When I was a B2B marketer at a small manufacturing firm, I was tasked with creating buyer personas. It was actually my idea. I had been trying to improve our overall approach and had read a lot about creating buyer personas. I decided it was something our sales and marketing team needed to do to improve our results – and give us some structure. In general, the team agreed that we should create them. However, when it came down to actually doing the work, I had a hard time getting the team...
