B2B Buyer Personas

The foundation you need for any marketing initiative

Buyer personas are table stakes for B2B marketers. They provide the foundation needed for any marketers to create effective messaging that resonates with prospective buyers on a deep level.

Beware the Buyer Persona

Unfortunately, you know that B2B buyer personas often place too much emphasis on:

Demographics
Psychological profiles
Obvious information
Catchy titles
Great design

This kind of templated, generic, or irrelevant information doesn’t give you what you actually need to increase leads and sales.

Our Approach to Buyer Persona Development

At Cascade Insights, our B2B Buyer Personas are never templated. Instead, we design our studies to answer such questions as:

How do different buyers on the same team relate to each other?
What does their complete buyer’s journey look like?
What are the specific technology needs of your buyer personas?
What are the features that each buyer cares about?
What’s holding buyers back?

Effective buyer personas should dig deep in exploring a variety of different areas that affect how prospective buyers make their decisions. This is how to create buyer personas that actually affect change.

Past Buyer Persona Research Clients

“The decision to partner with Cascade Insights on recent B2B research projects has worked out very well. Their ability to quickly understand our industry and specific business challenges, combined with their strong project execution skills has quickly made them our preferred partner for B2B work. Specifically, I appreciate their collaborative approach in being open to conceptual research discussions, making field adjustments on the fly, and in making recommendations of their own during execution of the project. It truly is a pleasure to work with the team at Cascade!”

— Phil Panuela, Dir. Global Insights, Gogo